Question 1

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

Accepted Answer

Television time is divided into dayparts. Viewing is highest during prime time (8 to 11 p.m. Eastern Standard time; 7 to 10 p.m. Central Standard Time).

Question 2

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.

Accepted Answer

One of the reasons for the sudden growth of infomercials is that the ad campaign can pay for itself while supporting the retail trade.

Question 3

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.

Accepted Answer

Television rating services define geographic television markets to minimize the confusion of overlapping TV signals. The Nielsen station index uses the term designated market areas (DMAs) for geographic areas (cities, counties) in which the local TV stations attract the most viewing.

Question 4

_____ 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

Accepted Answer

Syndication is the sale of programs on a station-by-station, market-by-market basis. In other words, the producer deals directly with the stations, often through a distribution company, rather than going through the networks. This efficient "direct-from-the-factory" approach gives local TV stations more programming control and greater profits.

Question 5

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.

Accepted Answer

One of the reasons for the sudden growth of infomercials is that they combine the power of advertising, direct response, and sales promotion.

Question 6

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

Accepted Answer

Gross rating points (GRPs) allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight. However, GRPs do not reflect a market's size.

Question 7

_____ 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

Accepted Answer

The percentage of homes with sets in use (HUT) tuned to a specific program is called the audience share. Ratings, in contrast, measure the audience as a percentage of all TVHH in the area, whether the TV sets are on or off.

Question 8

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

Accepted Answer

Television time is divided into dayparts. Television viewing is highest during prime time (8 to 11 p.m. Eastern Standard Time; 7 to 10 p.m. Central Standard Time).

Question 9

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

Accepted Answer

Television syndication comes in three forms: off-network, first-run, and barter. In off-network syndication, former popular network programs (reruns) are sold to individual stations for rebroadcast.

Question 10

_____ 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

Accepted Answer

Television syndication comes in three forms: off-network, first-run, and barter. First-run syndication involves original shows, like Oprah, Inside Edition, and Extra, which are produced specifically for the syndication market.

Question 11

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

Accepted Answer

Ratings depend on the time of day a program runs. Television time is divided into dayparts. The time between 4.00 p.m. to 5.30 p.m. (EST) is known as early fringe.

Question 12

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

Accepted Answer

Ross Perot made advertising history by catapulting the program-length advertisement (PLA), or infomercial, into the limelight. He also proved what companies that produce and sell infomercials have been saying for years: Long-form advertising can communicate a message in a way other forms can't.

Question 13

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.

Accepted Answer

Rating services and media planners use many terms to define a station's audience, penetration, and efficiency. The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as households using TV (HUT).

Question 14

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.

Accepted Answer

The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are called rating services. These firms attempt to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners.

Question 15

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

Accepted Answer

The percentage of homes with sets in use (HUT) tuned to a specific program is called the audience share. A program with only 500 viewers can have a 50 share if only 1,000 sets are turned on.

Question 16

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.

Accepted Answer

Direct-response TV (DRTV) includes shorter ads (often 60 seconds to two minutes) that ask consumers to order a product, as well as cable networks (Home Shopping Network) that feature round-the-clock sales.

Question 17

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.

Accepted Answer

In television, gross rating points (GRPs) represent the total rating points achieved by a particular media schedule over a specific time period. GRPs allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

Question 18

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.

Accepted Answer

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 19

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

Accepted Answer

The program rating refers to the percentage of TV households in an area that are tuned in to a specific program. The rating is computed as follows: Rating = TVHH tuned to specific program/Total TVHH in area

Question 20

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.

Accepted Answer

Television syndication comes in three forms: off-network, first-run, and barter. One of the fastest-growing trends in television is barter syndication. These 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.

Quiz 14: Using Electronic Media

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 _____.

Which of the following is true of infomercials?

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

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

Which of the following is true of infomercials?

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.

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

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) .

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

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

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 _____.

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

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

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

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

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

In television,gross rating points refer to the:

Which of the following is true of national spot announcements?

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?

Which of the following is true of barter syndication?