Deck 14: Using Electronic Media

Question 1

Television has been overtaken by radio as the medium to create awareness and image advertising.

Answer 1

False
Explanation: While single programs don't deliver the mass audience they once did, television is still the most cost-effective way to deliver certain kinds of messages to large, well-defined audiences. When it comes to awareness and image advertising, for instance, television has no rival.

Question 2

National spot announcements are less expensive than participations and more flexible than network advertising.

Answer 2

True
Explanation: National spot announcements run in clusters between programs. They are less expensive than participations and more flexible than network advertising because they can be concentrated in specific regions of the country.

Question 3

Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.

Answer 3

False
Explanation: Spot advertising is available only at network station breaks and when network advertisers purchase less than a full lineup, so spot ads may get lost in the clutter-which is why they tend to have fewer viewers and a smaller piece of the ad spending pie.

Question 4

The percentage of homes in a given area with sets in use tuned to a specific program is expressed as households using TV.

Question 5

An advantage of broadcast television advertising is its low production cost and low airtime cost.

Question 6

Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.

Question 7

There is a finite limit to the number of advertising exposures people can absorb.

Question 8

Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.

Question 9

Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

Question 10

Cable networks tend to reach masses of American consumers representing a cross section of the population,while broadcast networks tend to reach more selective niches.

Question 11

Broadcast TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

Question 12

When companies sponsor programs,the public more readily identifies with the product(s)due to the prestige of sponsoring first-rate entertainment.

Question 13

In terms of dayparts,prime time tends to be viewed most heavily by women.

Question 14

Using infomercials,brand managers may be able to gain a competitive advantage by going where the competition is not.

Question 15

Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.

Question 16

As audiences fragment,network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.

Question 17

Ratings measure the audience as a percentage of all TV households in the area,whether the TV sets are on or off.

Question 18

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

Question 19

First-run syndication are first-run programs offered free or for a reduced rate,but with some of the ad space (usually 50 percent)presold to national advertisers.

Question 20

Analog technology can provide interactive video and data services that are not possible with digital television.

Question 21

_____ TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

A) Broadcast
B) Internet
C) Satellite
D) Cable
E) Digital

Question 22

Cable companies offer discounts for _____ positioning that refers to multiple ad purchases they can place throughout a channel's daily schedule.

A) targeted
B) schedule segmented
C) run-of-schedule
D) demographically fragmented
E) limited segmentation

Question 23

Which of the following statements is true of sponsorship in network advertising?

A) Sponsorship is an inexpensive process.
B) Sponsorship refers to the sale of programs on a station-by-station, market-by-market basis.
C) The advertiser is not responsible for program content in sole sponsorship.
D) Since networks are centralized, the advertiser gets only one bill.
E) The sponsor does not have a say in the placement and content of its commercials.

Question 24

Average quarter-hour audience identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.

Question 25

National radio networks provide national and regional advertisers with simple administration and low effective net cost per station.

Question 26

Which of the following is true of network advertising?

A) Advertising sold on a participation basis allows advertisers to have long-term commitments to a program.
B) Advertising sold on a participation basis fails to provide small advertisers with national coverage.
C) Network advertising has the benefit of flexibility.
D) Network advertising is characterized by low prices.
E) Most advertising is sold on a participation basis that allows advertisers to spread their budgets.

Question 27

In terms of network advertising,when an advertiser underwrites the total cost of a program,it is referred to as _____.

A) barter syndication
B) imagery transfer
C) sponsorship
D) narrowcasting
E) customization

Question 28

One of the disadvantages that commonly plague advertisers on contemporary cable television is:

A) audience fragmentation.
B) its high advertising cost.
C) its narrowcasting ability.
D) the inability to pretest ads.
E) the phenomenon of ad burnout.

Question 29

As an advertising medium,one of the disadvantages of broadcast television is:

A) its narrow coverage.
B) its lack of immediacy.
C) the absence of a prestigious image.
D) its high production cost.
E) its limited creativity.

Question 30

_____ TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

A) Broadcast
B) Digital
C) Internet
D) Analog
E) Cable

Question 31

The advantage of cable TV as an advertising medium is:

A) the phenomenon of zapping and zipping.
B) its rich production quality.
C) its extensive consumer reach.
D) its ability to offer specialized programming.
E) the possibility of running ads on several channels.

Question 32

In a sole sponsorship for network advertising,the:

A) costs are minimal so the sponsor can provide funds for programs, specials, and all kinds of shows.
B) advertiser does not have the authority to control the placement and content of its commercials.
C) advertiser is provided with several bills because all networks are decentralized.
D) advertiser is responsible for both the program content and the total cost of production.
E) advertiser cannot make decisions on the length of the commercial.

Question 33

Which of the following is true about the use of television in IMC?

A) Analog technology can provide interactive video and data services that are not possible with digital television.
B) Television does not have the ability to induce the empathy of the buyer.
C) Television is strictly a mass medium today, not a selective medium.
D) Television's high visibility forces the sponsor to create ads that consistently reinforce a brand's strategic position.
E) Television does not have the ability to address stakeholders and customers simultaneously.

Question 34

Which of the following is true of cable TV?

A) Cable TV reaches its audience by transmitting electromagnetic waves through the air.
B) Increasing competition from network TV enticed viewers away from cable TV.
C) Cable TV was introduced in 1975.
D) Cable fees represent one-third of cable TV revenues.
E) Cable TV attracts the largest volume of national advertising.

Question 35

The cost per thousand (CPM)for each program must be calculated against the size of the target audience,not the whole market.

Question 36

Which of the following is an advantage that broadcast television provides to its advertisers?

A) The phenomenon of zipping
B) Low production costs
C) Mass coverage
D) Low airtime cost
E) Broad selectivity

Question 37

Spot radio offers national advertisers a limited choice of markets,station,airtime,and copy.

Question 38

Which of the following is a disadvantage of network advertising?

A) Long lead time
B) Finite creative possibilities
C) Limited coverage of U.S. homes
D) Inability to reach the masses
E) Inefficient operations

Question 39

Network TV advertising is sold on a(n)_____,with several advertisers buying 30- or 60- second segments within a program.

A) participation basis
B) syndication allowance
C) run-of-schedule basis
D) online slotting system
E) spot announcement basis

Question 40

Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.

Question 41

To promote its autumn sale,Polka Inc.,an apparel store in Alabama,bought advertising time during a program known as Top 50 Hits that was broadcast at 9:00 P.M.(EST).In terms of dayparts,this time period is known as _____.

A) peripheral time
B) late fringe
C) post-prime
D) early fringe
E) prime time

Question 42

Which of the following is true of infomercials?

A) They cannot fulfill message objectives better than 30-second commercials.
B) They are broadcast only by cable channels.
C) They provide results that are not measurable.
D) They can pay for themselves while supporting the retail trade.
E) They are unable to provide a competitive advantage.

Question 43

Which of the following is a definition of a designated market area?

A) It refers to geographic areas in which the local TV stations attract the most viewing.
B) It refers to the area of greatest impact (AGI) for a television commercial.
C) It refers to all potential advertisers within a region.
D) It refers to all the target audiences within a 50-mile radius of a television station.
E) It refers to the positioning designations given to an area by Arbitron.

Question 44

_____ refer(s)to the sale of programs on a station-by-station,market-by-market basis.

A) Makegoods
B) Syndication
C) Dayparts
D) Spot announcement
E) Participation basis

Question 45

Which of the following is true of infomercials?

A) They attempt to pick a representative sample of the market and furnish information on them.
B) They combine the power of advertising, direct response, and sales promotion.
C) They are exclusively broadcast by cable channels.
D) The results of infomercials are not measurable.
E) Consumers do not pay much attention to them.

Question 46

In television,_____ allow(s)advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

A) audience shares
B) program ratings
C) cost per thousand
D) daypart mix
E) gross rating points

Question 47

_____ measure(s)the audience as a percentage of all TVHH in the area,whether the TV sets are on or off.

A) Ratings
B) Gross rating points
C) Households using TV
D) Audience share
E) Audience composition

Question 48

In terms of dayparts,television viewing is highest during _____ time (8 to 11 p.m.Eastern Standard Time; 7 to 10 p.m.Central Standard Time).

A) prime
B) late fringe
C) post-prime
D) early fringe
E) peripheral

Question 49

In _____ syndication,former popular network programs (reruns)are sold to individual stations for rebroadcast.

A) first-run
B) spot
C) advertiser-supported
D) barter
E) off-network

Question 50

_____ syndication involves original shows which are produced specifically for the syndication market.

A) Spot
B) First-run
C) Advertiser-supported
D) Off-network
E) Barter

Question 51

A television program is broadcast 4.00 p.m.to 5.30 p.m.(EST).In terms of dayparts,this period of time is known as _____.

A) peripheral
B) late fringe
C) pre-prime
D) early fringe
E) prime access

Question 52

Which of the following types of TV advertising did Ross Perot popularize?

A) Program-length advertisement
B) Specialized programming
C) Classic programming
D) Barter syndication
E) First-run syndication

Question 53

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

A) total audience composition.
B) TV households.
C) households using TV.
D) gross viewing percentage.
E) consumer composition percentages.

Question 54

The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are known as:

A) direct-response agencies.
B) designated market services.
C) rating services.
D) avails.
E) network syndications.

Question 55

The percentage of homes with sets in use (HUT)tuned to a specific program is known as _____.

A) audience share
B) audience reach
C) total audience
D) audience composition
E) audience frequency

Question 56

Which of the following is true of direct-response TV?

A) It refers to the process of gathering responses of viewers regarding various TV shows by directly communicating with them.
B) It includes direct screening of television series and programs in malls and stores.
C) It includes an exclusive show which invites viewers of various programs in order to obtain their opinions and feedback.
D) It attempts to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners by directly interacting with them.
E) It includes short ads that ask consumers to order a product, as well as cable networks that feature round-the-clock sales.

Question 57

In television,gross rating points refer to the:

A) sum of the potential number of viewers from each target audience.
B) minimum audience share required by a national advertiser on a local station.
C) total number of viewers of a particular media vehicle within a specific geographic area.
D) total rating points achieved by a particular media schedule over a specific time period.
E) targeted rating points achieved by a syndicated program during its first run.

Question 58

Which of the following is true of national spot announcements?

A) They tend to have more viewers than cable television.
B) They do not suffer from the problem of advertising clutter.
C) They are more expensive than advertising on a participation basis.
D) They are less flexible than network advertising.
E) They run in clusters between programs.

Question 59

A locally produced morning television show is viewed by 4,000 homes whereas 24,000 households have TV sets.What is the program rating of the show?

A) 4 percent
B) 16.7 percent
C) 40 percent
D) 60 percent
E) 83.3 percent

Question 60

Which of the following is true of barter syndication?

A) It involves original shows which are produced specifically for the syndication market.
B) It involves former popular network programs sold to individual stations for rebroadcast.
C) It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers.
D) It functions through a system in which episodes of a television series are run many times a day.
E) It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week.

Question 61

Which of the following is a disadvantage of radio advertising?

A) It has a high cost of production.
B) It cannot build a large audience quickly.
C) It is a mass medium; it does not have selectivity.
D) It suffers from a lack of timeliness.
E) It cannot be used to sell a product that must be seen to be understood.

Question 62

Which of the following is true of radio programming?

A) FM radio has poor sound fidelity, more commercial interruptions, and less varied programming.
B) Radio is a passive medium, unlike television that actively involves viewers.
C) When buying radio time, advertisers usually buy the station's format, not its programs.
D) The larger the audience, the lesser a radio station can charge for commercial time.
E) Radio is a medium that is not available out of doors.

Question 63

_____ refer(s)to the station's audience (AQH persons)expressed as a percentage of the total radio listening audience in the area.

A) Cume persons
B) Average quarter-hour rating
C) Cume rating
D) Average quarter-hour share
E) Gross rating points

Question 64

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose,a game show that has a rating of 10.It reaches 12,000 people in the primary target audience and a 15-second spot costs $600.What is the cost per thousand of the show?

A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $75.00

Question 65

If an advertiser wants the lowest rate for airing commercials on the radio,he or she should order spots on a:

A) total audience plan.
B) cume rating plan.
C) run-of-station basis.
D) drive-hour basis.
E) quarter-hour audience plan.

Question 66

After commercial spots run,the TV station returns a signed and notarized _____ to the advertiser or agency,specifying when the spots aired and what make goods are available.

A) rating card
B) preemption notice
C) affidavit of performance
D) letter of credit
E) inventory

Question 67

Which of the following is true of the competitors of cable providers?

A) Direct broadcast satellite is over-the-air pay TV.
B) Multipoint distribution system is occasionally offered in rural areas where cable has not been installed.
C) Satellite master antenna television beams programs from space via satellites to satellite dishes mounted in a home.
D) Subscriber television uses a broadband connection to deliver a digital TV service.
E) Internet Protocol Television is a microwave delivery system that can carry a dozen channels.

Question 68

_____ identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.

A) Run-of-station
B) Total audience plan
C) Gross rating points
D) Average quarter-hour share
E) Average quarter-hour audience

Question 69

An advertisers plans to buy TV commercial time during a home improvement program on a local TV station.The show has a rating of 20 and it reaches 10,000 people in the primary target audience.A 30-second spot costs $700.What is the cost per rating point of the show?

A) $10
B) $20
C) $35
D) $50
E) $65

Question 70

In radio advertising,a(n)_____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.

A) run-of-station basis
B) average quarter-hour rating
C) cume audience plan
D) total audience plan package
E) targeted daypart plan

Question 71

_____ refer(s)to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed.

A) Affidavit of performance
B) Imagery transfer
C) Makegoods
D) Preemption notice
E) Letter of credit

Question 72

Identify the correct statement regarding radio programming.

A) Local retailers do not prefer radio programming as they cannot tailor it to their needs.
B) AM stations switched to programs that rely on sound quality in order to counter FM's success.
C) The goal of radio programming is to cater to a selective audience.
D) The larger the audience, the more a radio station can charge for commercial time.
E) Programming choices are not influenced by whether the station is on the AM or FM band.

Question 73

Radio stations base the rates they charge their advertisers on:

A) the size of the station's designated market area.
B) the number of advertisers that have bought run-of-station slots.
C) the time of day the advertiser wants commercials aired.
D) demographic parameters.
E) the size of the advertiser's IMC budget.

Question 74

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means that:

A) the dealer's ads would be run at the same time until the contract expired.
B) the dealer chose to buy a one-time-only spot break.
C) the dealer's ads may not run if another advertiser was willing to pay more.
D) the local station will offer makegoods if the ads are not run during the desired time.
E) no other car dealership ads will be run during the evening news.

Question 75

Which of the following is an advantage of radio advertising?

A) It offers an excellent combination of reach and frequency.
B) It is free from the problem of advertising clutter.
C) It provides scope for unlimited creativity.
D) It is a cost-effective method to reach all markets.
E) It benefits from being long-lived and widely remembered.

Question 76

_____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.

A) Taped radio
B) National radio networks
C) Spot radio
D) Live radio
E) Local radio

Question 77

Hattiesburg,Mississippi has a quarter-hour listenership of 44,800.If a radio station has an average quarter hour listenership of 8,400,what is its average quarter-hour rating?

A) 11.25 percent
B) 18.75 percent
C) 46.7 percent
D) 53.3 percent
E) 81.25 percent

Question 78

Which of the following statements about the use of radio in IMC is true?

A) It is a passive medium, unlike television which enables consumers to get actively involved.
B) Most people listen to only one radio station with a particular type of programming.
C) It can be used to establish an immediate, intimate relationship with customers and other stakeholders.
D) FM has poor sound fidelity, more commercial interruptions, and less varied programming.
E) It is the least ideal medium for integrated marketing communications.

Question 79

In terms of dayparts,the heaviest radio use occurs during _____ during the week,when many listeners are commuting to or from work or school.

A) early fringe
B) daytime
C) drive time
D) prime access
E) late fringe

Question 80

Which of the following is true of radio as an advertising medium?

A) Radio must compete with other activities for attention, and it always succeeds.
B) Building a large audience through the radio is time consuming.
C) Radio production is very expensive.
D) Radio is a personal, one-on-one medium.
E) Radio cannot entertain people outside their homes.