Question 1

A media planner is comparing the relative advantages and disadvantages of television versus magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television has a

Accepted Answer

Television generally has a much lower cost per contact compared to magazines, as it can reach a larger audience at once, making it more cost-effective on a per-viewer basis.

Question 2

In many ways, what has been the "salvation" of AM radio?

Accepted Answer

AM radio has seen a decline in popularity due to competition from FM radio, satellite radio, and internet streaming services. However, talk radio has been the salvation of AM radio, with shows featuring political commentary, current events, and personal opinions drawing in listeners. Sports radio has also been a popular format on AM radio, but talk radio has been the driving force behind the survival of AM radio.

Question 3

____ is a delivery system by which television and radio programs are sent directly into homes, giving households access to hundreds of different broadcast channels.

Accepted Answer

DBS stands for Direct Broadcast Satellite, which is a delivery system that sends television and radio programs directly into homes via satellite, allowing households access to hundreds of different broadcast channels. HUT (Household Using Television) and RADAR (Radio Detection And Ranging) are not delivery systems for television and radio programs, and VOD (Video-On-Demand) is a delivery system that provides on-demand access to specific video content, rather than live broadcast channels.

Question 4

Clearly, the greatest advantage of television as an advertising medium has always been its ability to

Accepted Answer

Television's greatest advantage as an advertising medium is its ability to send a message through sight and sound, which brings more impact to the message.

Question 5

When comparing the cost of radio and television advertising, which of the following is true?

Accepted Answer

Radio advertising typically costs less than television advertising in terms of absolute cost. While television may provide a low cost-per-contact, the overall cost is usually higher than radio. Additionally, unexpected production costs can arise in both radio and television advertising. Therefore, option C is the most accurate statement.

Question 6

A new animated comedy show, American Family, is set in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 nationwide.It also indicates the show is being watched by 759,000 households each week in Houston's big-city market, which has 3,300,000 households with televisions.What is the rating for American Family within the Houston market?

Accepted Answer

To calculate the rating for American Family in the Houston market, we need to divide the number of households watching the show by the total number of households with televisions in the Houston market and then multiply by 100.

Rating = (759,000/3,300,000) x 100 
Rating = 23

Therefore, the rating for American Family within the Houston market is 23.

Question 7

The CEO of a nationwide amusement park chain has instructed his marketing director to finalize this season's radio advertising plan and report back to him.The marketing director still needs to decide between two types of radio advertising.What is the difference between local spot radio advertising and national spot radio advertising?

Accepted Answer

The main difference between local spot radio advertising and national spot radio advertising is in how the ads are placed. Local spot radio advertising involves placing ads directly with local stations, while national spot radio advertising involves placing ads within nationally syndicated programming. In this case, since the amusement park chain is nationwide, national spot radio advertising would likely reach a wider audience and be more effective. Therefore, the marketing director should choose national spot radio advertising.

Question 8

Compared to past decades, television is doing a better job at reaching people through ____, that is, the development and delivery of specialized programming for a particular audience.

Accepted Answer

Narrowcasting refers to the delivery of specialized programming for a particular audience. This approach is more effective than traditional broadcasting for reaching targeted audiences. Display advertising, spot advertising, and syndicating are all related to the advertising side of television and not specifically tied to programming delivery.

Question 9

When a Bahamas resort runs its exciting and exotic commercials on TV, it gets two extraordinary advantages that cannot be matched by radio or print.What are they?

Accepted Answer

TV commercials provide a medium for creative expression and reach a large audience for a relatively low cost-per-contact. This is especially advantageous for a resort promoting an exotic and exciting destination like the Bahamas. Additionally, the visual and auditory nature of TV ads allows for a more immersive experience, making it more likely for viewers to remember and be convinced by the message.

Question 10

It's easy to think of television as a single medium, but for most viewers there are four basic categories.These include

Accepted Answer

The four basic categories of television viewing for most viewers are network (such as ABC or NBC), cable (such as CNN or ESPN), syndicated (such as The Ellen DeGeneres Show or Wheel of Fortune), and local (such as news or weather channels). Option A and B are not fully correct as they do not cover all the basic categories of television viewing. Option D is incorrect as it mixes up the types of television programming with the distribution methods.

Question 11

A manufacturer of high-end fountain pens has consulted with its agency and decided to advertise on a television news program, This Week at the White House.This program is considered ____ because it was developed specifically for sale to individual stations.

Accepted Answer

First-run syndication refers to programs that are produced for sale to individual stations or networks, rather than being produced by a network for its own schedule. This Week at the White House was developed specifically for sale to individual stations, making it a first-run syndicated program.

Question 12

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The audience for this program averages 8,730,000 each week.This means that the share of audience measure for the program is a ____ share.

Accepted Answer

The answer of Media research shows that there are 48,500,000...

Question 13

What type of television transmission broadcasts programming over airwaves to affiliate stations under a contract agreement?

Accepted Answer

Network television transmission broadcasts programming over airwaves to affiliate stations under a contract agreement.

Question 14

Which form of television technology can block advertisements based on the program rating system, originally developed so parents could prevent their children from seeing inappropriate shows?

Accepted Answer

The V-chip technology was originally developed so that parents could block inappropriate shows for their children based on the program rating system. It can be programmed to block specific content according to the rating provided by the government. Narrowcasting refers to targeting a specific audience with specialized programming, video on demand refers to a service that allows viewers to select and watch video content whenever they want, and closed-circuit refers to a communication system in which the circuit is closed and the message is only available to certain individuals. None of these technologies specifically address blocking advertisements based on program ratings.

Question 15

Which statement most accurately summarizes the current status and future prospects of Internet radio?

Accepted Answer

The answer of Which statement most accurately summarizes the current...

Question 16

After an extensive customer research effort, a nationwide real estate company finds that it needs to adjust its message by region.Apparently, in some markets its personal customer service is most appreciated, but in other markets its reputation for quick sales is valued.Due to this discrepancy, if the company is to advertise on network television, it should inquire about the availability of

Accepted Answer

Spot advertising allows the company to air different commercials in different regions, which would be ideal for the nationwide real estate company to address the varying preferences of their customers. Broadband syndication, smartphone advertising, and barter syndication wouldn't provide the same flexibility in reaching different regions with targeted messages.

Question 17

What is the difference between ratings point and share of audience when measuring television audiences?

Accepted Answer

Ratings point measures the percentage of total TV households in a market watching a program, while share of audience measures the percentage of households using their TVs that are tuned to a program.

Question 18

Some analysts feel that due to its unique format, television on the Internet will

Accepted Answer

The unique format of internet television may make it difficult to sustain heavy loads of advertising, as viewers may be less tolerant of interruptions in their viewing experience. This is especially true considering the rise of ad-blocking technology and consumer preferences for ad-free content.

Question 19

A company imports exotic herbs and spices for cooking and wants to use television to reach a narrowly defined target market of people interested in the culinary arts.The company would be best advised to use

Accepted Answer

Cable television allows for targeting specific audiences and demographics. The company can advertise on channels that are popular among viewers interested in cooking, such as the Food Network or Cooking Channel. Network television may be too broad and not reach the specific target market, while off-network and first-run syndicated television may not offer the same level of targeting opportunities as cable.

Question 20

The new technology that is now transmitting television programs and ads on websites, digital tablets, and smartphones is dramatically changing our long-held ideas about TV viewing.This new category is referred to as

Accepted Answer

The new category that is now transmitting television programs on websites, digital tablets, and smartphones is known as "TV everywhere." This technology has removed the constraints of geographic location and physical devices, allowing viewers to watch TV shows and ads anywhere they go. This new development is changing the way we traditionally perceive TV viewing. Options A, B, and C do not accurately describe this new technology.

Quiz 13: Media Planning: Newspapers, Magazines, Television, and Radio