Question 1

As an advertising medium,one of broadcast television's greatest disadvantages is:

Accepted Answer

One of broadcast TV's greatest handicaps is the high cost of producing quality commercials.Depending on the creative approach,the cost of filming a national commercial today may run from $200,000 to more than $1 million (Refer to The Pros and Cons of Broadcast TV Advertising [12-B]).

Question 2

Which of the following statements is true about cable TV?

Accepted Answer

Cable TV carries TV signals by wire.Discover,Disney,and CNN are only a few of the existing national cable networks.Cable TV has been around since the late 1940s.Broadcast TV attracts the largest volume of national advertising.

Question 3

One of the advantages that cable TV advertising offers to advertisers is ____,which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).

Accepted Answer

Broadcast TV commercials need to be short because of the high costs of production and airtime,but cable ads can run up to two minutes and,in the case of infomercials,much longer.They can also be tailored to fit the programming environment.(Refer to The Pros and Cons of Cable TV Advertising [12-C]).

Question 4

Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000.Calculate the station's average quarter-hour rating.

Accepted Answer

The answer of Assume that a radio station has an...

Question 5

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

Accepted Answer

Recall improves with the length of the commercial;people remember 60-second spots better than 30-second spots.(Refer to The Pros and Cons of Broadcast TV Advertising [12-B]).

Question 6

When buying cable TV,advertisers buy _____ programming that can be placed throughout a channel's daily schedule.This programming is effective because cable television appeals to distinct demographic markets.

Accepted Answer

Cable companies sell their network channels in bundles at a discount and offer discounts for run-of-schedule positioning-multiple ad purchases they can place throughout a channel's daily schedule.

Question 7

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

Accepted Answer

With more than 50 channels at their disposal,cable viewers do not watch any one channel in enormous numbers.To reach the majority of the cable audience in a particular market,ads must run on many stations.(Refer to The Pros and Cons of Cable TV Advertising [12-C]).

Question 8

What is a synonym for cume persons?

Accepted Answer

The answer of What is a synonym for cume persons?...

Question 9

By the name of the MTV reality show,"Dr Pepper Band in a Bubble",you should be able to infer that Dr Pepper brand soda was more than likely engaged in:

Accepted Answer

An advertiser who underwrites the total cost of a program is engaging in sponsorship.

Question 10

The primary advantages of cable TV as an advertising medium are its:

Accepted Answer

The primary advantages of cable TV as an advertising medium are its selectivity,audience demographics,low cost,flexibility,and testability (Refer to The Pros and Cons of Cable TV Advertising [12-C]).

Question 11

While Gillian watched the latest episode of "The Amazing Race",she saw commercials advertising Wendy's restaurants,Carnival Cruise Lines,a new action movie,The Home Depot,and Pillsbury bread products.Advertising on the show was more than likely sold on a(n)_____ basis.

Accepted Answer

When commercials are sold on a participation basis,several advertisers buy commercials within the same program.

Question 12

Define television prime time.

Accepted Answer

The answer of Define television prime time....

Question 13

_____ occurs when an advertiser underwrites the total cost of a program.

Accepted Answer

Sponsorship is the presentation of a radio or TV program,or an event,or even a Web site by a sole advertiser.

Question 14

The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.

Accepted Answer

Advertising messages can be run when potential customers are watching (Refer to The Pros and Cons of Broadcast TV Advertising [12-B]).

Question 15

Which method of buying advertising time on radio is most similar to ROP in newspaper advertising?

Accepted Answer

The answer of Which method of buying advertising time on...

Question 16

Which of the following advantages does broadcast television provide to its advertisers?

Accepted Answer

High production costs,limited selectivity,clutter,and zipping and zapping are four of its disadvantages (Refer to The Pros and Cons of Broadcast TV Advertising [12-B]).

Question 17

When several advertisers buy 30- or 60-second segments within a program,they are:

Accepted Answer

Most network TV advertising is sold on a participation basis,with several advertisers buying 30- or 60-second segments within a program.

Question 18

Which of the following statements about the use of television in IMC is NOT true?

Accepted Answer

An advertiser might take advantage of the relatively low CPM of television to reach out to many prospects.

Question 19

Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000.A retailer of coins and stamps buys 15 spots.Calculate gross impressions.

Accepted Answer