Deck 8: Using Television

Question 1

Television network executives see this as the major challenge and greatest opportunity for television.

A)fragmentation of audiences
B)the Internet
C)federal regulations on content
D)cable systems' ability to show racier content
E)the DVR

Answer 1

B

Question 2

From a marketing perspective, television:

A)is single dimensional.
B)has few cable entities that attract advertisers.
C)has few broadcast entities that attract TV programming executives.
D)has individual segments that offer special characteristics for advertising and programming.
E)is skewed toward higher-income consumers.

Answer 2

D

Question 3

Which of the following positive characteristics pertaining to television is inviting to advertisers?

A)national programming on a local basis
B)Local ownership facilitates placement of local advertising.
C)blending of various technologies that enhance advertising
D)uncomplicated syndication rights
E)Recent government mandates eliminate advertising and programming abuses.

Answer 3

C

Question 4

Television remains the primary medium for many advertisers because:

A)it controls outlandish creativity.
B)it has high household penetration.
C)it defines advertising formats.
D)it has increasingly eliminated much clutter.
E)it is less expensive than radio on a CPM basis.

Question 5

The average household viewing time is more than ________ hours per day.

A)four
B)six
C)eight
D)ten
E)twelve

Question 6

The primary business of television is the delivery of:

A)news.
B)entertainment.
C)educational programming.
D)audience.
E)aesthetic value.

Question 7

Conglomerates such as Time Warner and Disney have an advantage in the new interactive environment because of their:

A)vertical integration and capital resources.
B)narrowband delivery.
C)fragmentation quotient.
D)unified selling message quotient.
E)brand expansion activities.

Question 8

Which is NOT an advantage that TV offers advertisers?

A)It is popular with many market segments that are primary target markets for advertisers.
B)The TV message is short-lived, easily forgotten.
C)The move to digital provides more opportunities for advertising and programming.
D)The use of sound, motion, and color offers creative flexibility.
E)It is efficient for large advertisers to reach a mass audience.

Question 9

To determine the success of a television show, you use a measure called:

A)rating.
B)share.
C)gross impressions.
D)net impressions.
E)broadcast profit.

Question 10

Any non-program material carried during or between TV shows is:

A)costly.
B)clutter.
C)an increase to ratings.
D)a tax deduction for the station.
E)a PSA.

Question 11

A principal merit of the GRP system is that:

A)it provides a common base that proportionately accommodates markets of different sizes.
B)it provides a variable base that proportionately accommodates markets of all sizes.
C)it provides a common base that proportionately accommodates markets of all sizes.
D)it provides a variable base that proportionately accommodates markets of different sizes.
E)it commonly provides a variable base that proportionately accommodates markets of a precise side.

Question 12

The basic audience-measurement statistic for television is:

A)GRP.
B)TiVo factor.
C)the rating point.
D)frequency.
E)share.

Question 13

The list of effects television programming has had on U.S. culture do NOT include:

A)creating fads, including hairstyles.
B)TV catchphrases becoming part of everyday language.
C)setting the political agenda.
D)advertising slogans entering the vocabulary.
E)having a positive impact on academic education.

Question 14

Because advertisers schedule a package of spots in a number of programs and/or during specific dayparts, they determine the weight of the schedule by using:

A)frequency.
B)RPG.
C)ratings.
D)GRP.
E)reach.

Question 15

Limits related to using the GRP system include:

A)difficulty in making intermarket comparisons.
B)difficulty in identifying a program that appeals to a particular prospect.
C)difficulty indicating how ineffectively a broadcast schedule is actually performing.
D)difficulty indicating which day and timeslots are least costly.
E)difficulty in limiting intermarket comparisons.

Question 16

Before completely ruling out TV advertising because of costs, advertisers should consider:

A)if they need to reach huge numbers of people.
B)its low CPM costs and continuing commercial rate increases.
C)if they need to reach a narrowly defined consumer market.
D)if production costs for TV spots are bound to continue to decline.
E)if they wish to reach consumers who have advanced education degrees.

Question 17

Characteristics of the rating-point system do NOT include:

A)is a way for an advertiser to measure coverage based on the potential of the market.
B)is calculated usually as the program audience divided by total TV households.
C)is a percentage of individuals divided by a specific target segment rather than households.
D)is calculated usually as the total TV households divided by the number of individuals in it.
E)is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station.

Question 18

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

A)gross rating point.
B)cost per rating point.
C)rating point.
D)effectiveness percentage.
E)a cycle-cost percentage.

Question 19

Indications that the future of TV should be bright include:

A)continuing dramatic changes and innovations.
B)viewing levels are stabilizing.
C)advertising cost has declined on a CPM basis.
D)decreased syndication of new programming.
E)it is becoming less intrusive in political agenda setting.

Question 20

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

A)to choose how to allocate the time.
B)to choose to put all the advertising on one station.
C)to choose to divide all the advertising among all the stations.
D)to choose what yardstick should be used to decide.
E)to limit the GRP based on the CP.

Question 21

When it comes to advertising spending by types of television available, the category that receives the least advertising revenue in 2008 was:

A)syndicated TV.
B)cable networks.
C)local cable.
D)spot.
E)cable local spot.

Question 22

Major advertisers consider a network that has reached 70 percent potential coverage as:

A)a bad risk for clearance fees.
B)a crucial indicator of financial success for a smaller network.
C)a national program worth their consideration.
D)worthy of their slotting fees.
E)a network's secondary concern.

Question 23

Demand is one of the three criteria that determines the buying of network TV spots by advertisers and is a function of:

A)quantitative factors based on unusual events.
B)balancing availability.
C)CPMs and demographics.
D)reciprocal agreements.
E)all of the above

Question 24

A system whereby networks share advertising revenues with their affiliates in return for using local station time for their programs is called:

A)royalties.
B)compensation.
C)syndication fees.
D)programming fees.
E)co-generation expense.

Question 25

Avails address which of the following?

A)demands by advertiser for nothing but opportunities for prime time placements
B)reality that networks ration prime commercial spots among major advertisers
C)the result of unlimited commercial time
D)the needs of the viewers
E)availability of slots for sale to the highest bidder

Question 26

Which of the following is among the so-called four major networks?

A)the Discovery Channel
B)UPN
C)FOX
D)Univision
E)WB

Question 27

An issue that some feel Congress should address relative to conglomerates is:

A)Should conglomerates have the right to own the means of distribution (a station or network)and the production of content (a program production studio)?
B)Should conglomerates have the right to require TV actors to invest in their production companies?
C)Should conglomerates have the right to require distributors to pay for content?
D)Is a lack of creative freedom caused by the loss of independent stations?
E)Is an increase of creativity gained by consolidation?

Question 28

Buying decisions by clients and their agencies are largely determined by all but which of the following?

A)demand
B)avails
C)demos
D)CPM
E)program producer

Question 29

Which of the following is NOT a type of TV marketing vehicle?

A)cable
B)syndicated TV
C)daytime prime
D)broadcast network
E)premium cable

Question 30

If a network uses popular programs to support subsequent programs during its daypart schedule, it is concerned about the strength of the:

A)clearance scheduling.
B)lead-in.
C)block.
D)pulsing.
E)hammocking.

Question 31

When it came to advertising spending by types of television available, the category that received the most advertising revenue in 2008 was:

A)syndicated TV.
B)cable networks.
C)TV networks.
D)cable local spot.
E)spot.

Question 32

The top four networks can expect that close to what percent of their stations will clear their schedules to run network programming?

A)10
B)40
C)35
D)100
E)50

Question 33

In negotiations, many media planners today look for a variety of options to reach particular target markets, including:

A)syndication.
B)the Internet.
C)cable.
D)network time.
E)scatter buys.

Question 34

The average price for a prime-time, 30-second spot placement on the four major networks in 2008 was about:

A)$100,000.
B)$125,000.
C)$150,000.
D)$200,000.
E)$250,000.

Question 35

Which of the following pertain to owned-and-operated stations?

A)location in choice, small markets
B)location in a few major markets
C)dual affiliations
D)independence to do something different than what their affiliated cable stations do
E)higher profit percentages than independent stations

Question 36

Television serves a variety of purposes for a variety of viewers, but increasingly as:

A)a primary source of entertainment.
B)a source of income based on their placement of advertising.
C)a source of immediate information.
D)a source of out-of- home companionship.
E)a source of security.

Question 37

Television has become a(n):

A)family-user medium.
B)individual-user medium.
C)multi-user medium.
D)sophisticated-user medium.
E)highly educated person's medium.

Question 38

If advertisers choose to make a network buy, they actually receive:

A)a group of stations on cable that carry narrowcast programming.
B)a group of local stations that contract to carry network programming.
C)independent stations that may or may not carry the spot depending on local conditions.
D)broadcast stations owned and operated by independently wealthy corporations.
E)a conglomeration of secondary affiliates.

Question 39

Advertising dollars in 2008 were NOT being spent among which of the following types of television?

A)cable networks
B)3D HDTV networks
C)syndicated TV
D)spot TV
E)network TV

Question 40

An example of the importance of lead-ins is demonstrated by the investment local stations make to schedule:

A)popular programming prior to their evening news.
B)popular syndicated shows slotted after their local news.
C)any show slotted before Oprah.
D)infomercials prior to prime.
E)public service announcements.

Question 41

The depressed economy in 2009 led advertisers to hold out for lower rates from networks, depressing CPMs in the up-front season.

Question 42

Which of the following are among the reasons that cable has been successful?

A)a leveling off in the prices of subscription fees
B)Unique, selected networks and programs appeal to segments of audiences with targeted demographics.
C)dramatic increase in numbers of specials
D)lower costs to consumers than broadcast on a per commercial basis
E)a dramatic decrease in prices for specialty channels

Question 43

Television fulfilled the vision of Philip Farnsworth to transmit a picture to a distant location.

Question 44

From a marketing perspective, TV is the homogeneous medium that restricts the variety of offerings advertisers have for their commercials.

Question 45

Factors that make cable so attractive to advertisers include all of the following EXCEPT:

A)outstanding, ever-increasing, award-winning programming.
B)strong summer season.
C)ability to target audiences.
D)low cost.
E)opportunities for local and spot cable advertising.

Question 46

For advertisers, television is the medium skewed toward upper-income consumers.

Question 47

Which of the following is not an indication of the power of syndication?

A)accounts for more and more money, year after year
B)A major show can provide coverage comparable to broadcast networks.
C)can schedule its programs on a 7-day-a-week basis
D)Unlike cable, it is available in every television household.
E)Some popular long-running shows are in syndication while still providing first-run productions.

Question 48

If national advertisers decide to buy time from local stations, they are making:

A)secondary buys.
B)smart buys.
C)spot buys.
D)affiliate buys.
E)target buys.

Question 49

This is among the best-known measures of the opinion of the audience about TV shows and personalities.

A)the people meter
B)TVQ
C)Arbitron
D)the Nielsen Company
E)Project Apollo

Question 50

Television viewing audiences are at their highest level despite how much time is being spent on the Internet.

Question 51

If you wanted to target audiences in prime time access, what timeframe would that be (for East and West coast time zones)?

A)8:00 p. m. to 11:00 p. m.
B)7:30 p. m. to 8:00 p. m.
C)7:00 a.m. to 9:00 a.m.
D)4:30 p. m. to 7:30 p. m.
E)8:30 p. m. to 9:30 p. m.

Question 52

Premium cable services led the move in cable television to produce a number of original movies as well as an occasional series.

Question 53

A Television Bureau of Advertising report indicates about 65 percent of respondents regard TV as their primary news source, or more than four times the percent who regard newspapers as their primary news source.

Question 54

On a CPM basis, even the most costly TV commercials are actually much less expensive than print media.

Question 55

In a TVB study, respondents indicated television's credibility as a news source carries over to create positive attitudes toward television advertising.

Question 56

Even when the overall commercial time remains constant, when the number of commercials in a program increases, there is a perception of clutter.

Question 57

A rating for a prime-time network program usually achieves between 6 and 16, with an average of less than 9.

Question 58

Primary reasons for spot buys include all of the following EXCEPT:

A)provides businesses with national or even distribution outlets as a way to gain rating points.
B)provides a means to avoid waste circulation incurred by network television for businesses with less than national or uneven distribution outlets.
C)allows network advertisers to provide additional GRPs in markets with greatest sales potential.
D)allows national buyers opportunities to support retailers by providing localization for special marketing circumstances.
E)allows advertisers to control for uneven network ratings on a market-by-market basis.

Question 59

To respond to concerns about clutter, some networks have experimented with decreasing total non-program time and the number of commercials, allowing some advertisers to buy all the commercial time in a particular program.

Question 60

Which of the following is NOT used by television researchers to designate coverage areas?

A)DMA
B)Metro Rating Area
C)Total Survey Area
D)Signal Coverage Area
E)Regional Cable Area (RCA)

Question 61

The Nielsen Company is working on a new product that will combine a variety of its current measuring and data collection services that should allow advertisers to better assess the ROI they receive from their placements in a variety of media.

Question 62

Affiliates refuse to share the high cost of network programming, contending that without them, there would be no network.

Question 63

A network dilemma revolves around advertisers demanding better cost efficiencies and stars in stop-rated series demanding higher pay.

Question 64

Large increases in spot dollars are projected because advertisers will direct money to various forms of local television.

Question 65

Some newer networks have affiliate agreements with smaller stations in most markets and have secondary affiliates that belong to other networks, such as CBS.

Question 66

The classic designations for signal coverage areas are less important now because of the extended area in which a cable station can be viewed.

Question 67

Syndication advertising costs vary much less than other types of television programming.

Question 68

The future is bright for marketers counting on product placement to replace commercials.

Question 69

The ________ is a major catalyst for audiences to become more active and less passive in the communication process, prompting TV to move even further toward interactivity.

Question 70

Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.

Question 71

Advertisers may participate in scatter plan buys that are constrictive because they do not provide options to buy time for a variety of network programs or stations.

Question 72

TV has become a family-user medium.

Question 73

The emphasis on demographics rather than households as a measure has led to a major change in the way networks choose shows and price commercials.

Question 74

One way that cable systems continue to strengthen their role with both national and spot advertisers is to form interconnects.

Question 75

The DVR system can measure households that are zapping commercials and the actual commercial audience.

Question 76

One major new twist favoring advertisers when they are negotiating with networks is "make-goods," which guarantee a cash refund should the network fail to deliver on the specific agreed-on cost per rating point.

Question 77

The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.

Question 78

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

Question 79

The GRP formula allows advertisers to examine the relationship between frequency and reach and provides a common base that proportionately accommodates markets of all sizes.

Question 80

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.