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

Question 1

Creative options offered by the newspaper page do not match those of broadcast media, but there are still creative things that advertisers can do in newspapers.

Answer 1

True

Question 2

In the late 1990s, more than 250 magazines rushed to publish online.Despite the advantages they claimed to offer, the initial experience with these so-called "digizines" wasn't very successful.

Answer 2

True

Question 3

Paid circulation is the total number of newspapers sold through subscriptions as well as through newsstand and retail store sales.

Answer 3

True

Question 4

Most magazines base their advertising rates on a measurement referred to as controlled circulation.

Question 5

The text points out that magazines can still successfully attract audiences because of content, and some big advertisers prefer magazine advertising to television advertising.

Question 6

Even with the rapid growth of new media, the majority of all advertising dollars in the U.S still go to traditional print, radio, and television media.

Question 7

The main advantage of magazines as a media choice is their tremendous selectivity, which can be based on demographics, lifestyle, or special interests.

Question 8

At one time, the Absolut vodka brand was on the verge of extinction, claiming less than a single percentage point of the U.S.market share.Then the TBWA advertising agency totally revamped the brand's image with print advertising alone.

Question 9

An advertiser for a local retail chain wants to know the costs, closing times, and special features of the city newspaper selected as its main vehicle.The advertiser can find all of this by consulting the newspaper's paid advertising model.

Question 10

Their expansion into digital media has led to a broader and more global audience for newspapers, but this still hasn't offset the overall decline of newspaper readership.

Question 11

The future of magazine advertising will be influenced not only by new digital and mobile media formats, but also by big advertisers creating their own media companies that will in turn create their own media formats.

Question 12

Advertisers are turning to digital media-particularly Internet ads-to reach target markets, though they are finding that they really aren't very different or very cost-effective.

Question 13

A confections manufacturer decides to create special holiday candies and needs to get its promotions out to the public in a hurry.For this reason, magazines are one medium that will not be considered.

Question 14

Newspapers have been especially hard hit by the growth of digital media, and television is now feeling the pinch as well.

Question 15

Since television supplies a far broader depth of news coverage than newspapers can nowadays, the percentage of adults reading daily newspapers has seen a slight decline.

Question 16

Cable television can be distinguished from network television in at least two ways-it is developing tracking systems to send different commercials to different viewers, and it is seeing the potential for high revenue from video on demand.

Question 17

Television offers advertisers two extraordinary opportunities- outstanding creative expression, and amazing geographic selectivity.

Question 18

Public elementary schools in a Midwest city receive a stack of free copies of the city newspaper Monday through Friday.This distribution is based on run-of-press circulation, that is, the circulation measure indicating the number of copies given away free.

Question 19

What is called a space order at some magazine publishers is called an insertion order at others.

Question 20

Today's newspapers have virtually lost their ability to offer the unique advantages to advertisers that they once did, such as geographic selectivity and timeliness.

Question 21

To find accurate measures of radio audiences, media planners and clients often consult two published sources-Arbitron Ratings/Radio and Radio Usage and Network Radio Audiences.

Question 22

In today's marketplace, annual spending for newspaper advertising is roughly the same as that for ____ advertising.

A)radio
B)magazine
C)Internet
D)television

Question 23

Taken together, television's broad coverage, extraordinary reach, and opportunity for repetition offer advertisers a strong advantage virtually unmatched in other media.

Question 24

One example of dwindling ad sales for traditional media is seen in ____, which once claimed 23 percent of all U.S.ad spending but now account for only 16 percent, indicating a loss of billions of dollars.

A)network television stations
B)local radio stations
C)magazines
D)newspapers

Question 25

Nielsen Media has had to contend with disputes over its rating data, primarily because numbers tuning into a program do not automatically translate to numbers viewing a commercial.

Question 26

Since almost 90 percent of all U.S.households now own a television, the total number of television households is just a bit less than the total number of American households, about 11 million.

Question 27

On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective for advertisers than most other forms of media.

Question 28

New technologies are predicted to play large roles in revolutionizing the way television is transmitted and viewed in the future-including digital interactive, mobile, broadband, and other transmission-based processes.

Question 29

Zoned editions demonstrate one of newspaper's biggest advantages for advertisers.What is it?

A)long lifespan
B)high credibility
C)strong timeliness
D)high geographic selectivity

Question 30

The last decade has known unprecedented change in advertising spending.Digital/interactive advertising is now a $ ____ industry, which is about ____ percent of U.S.spending on advertising and promotion.

A)80 billion; 44
B)30 billion; 14
C)10 billion; 28
D)4 billion; 11

Question 31

To get the rating for a new television show, a research firm takes the number of TV households watching the show and divides that by the number of total TV households in the market.

Question 32

In the midst of a nationwide scramble to get new media up and running as well as new media companies in place, traditional media

A)have been cut back to unheard-of proportions.
B)are keeping afloat though they may be sinking soon.
C)still command the majority of all ad dollars.
D)are losing ad revenue at a rapid pace.

Question 33

A ratings point indicates that 100 television households in a given area were tuned to the program being measured.

Question 34

Though it is limited to a one-dimensional presentation, radio is a medium with a setting for true creativity, often described as the theater of the mind.

Question 35

The frequent intrusion of commercials has made television advertising the most distrusted form of advertising by consumers.

Question 36

How is CBS, one of the three original television networks, dealing with ongoing changes in media and advertising?

A)by slashing expenditures, downsizing staff, and running a smaller company
B)by campaigning hard about the innovation, reach, and cost-effectiveness of its network broadcasting
C)by developing interactive media sites to get ad revenue from as many sources as possible
D)by cutting rates for commercial time and attracting many new advertisers

Question 37

The term off-network syndication refers to television shows that have been developed specifically for sale to individual stations.

Question 38

Local advertisers like car dealers or furniture stores still reach television audiences primarily through spot advertising, but national advertisers have been dropping this format in favor of other media options.

Question 39

A nationally distributed line of frozen dinners is to be promoted on radio.The client finds out, however, that the buying process for a national radio ad campaign is what the text calls "sheer chaos." This is because stations have no standard fees for various spot lengths.

Question 40

A potential advertiser wants to understand a radio station's reach before committing to spot placements.The best way to do this is to look up the radio station's cume, or cumulative audience.

Question 41

The multisensory stimulation of ____ makes it a very powerful medium for advertising-in fact, for many people, it defines advertising.

A)television
B)direct mail
C)radio
D)magazine

Question 42

A grocery chain delivers a pallet of ads that are ready to be tucked into the Sunday newspapers before delivery.The grocery chain is using

A)display advertising.
B)a preprinted insert.
C)co-op advertising.
D)a free-standing insert.

Question 43

A deep forest green makes up the background color of a magazine ad dominated by a photo of a lush forest.The green color runs to the edge of the page and replaces the standard white border for most ads.This is a

A)bleed page.
B)run-of-press ad.
C)gatefold ad.
D)double-page spread.

Question 44

For which of these potential advertisers is newspaper an excellent choice?

A)one that requires excellent reproduction quality for its illustrations
B)one that seeks to create images and moods with the theater of the mind
C)one that wants to reach a local audience in a timely manner
D)one that hopes to target a mass audience with strong visuals

Question 45

What is one of the main disadvantages of magazines as a media choice for advertisers?

A)low reproduction quality
B)long lead time
C)short life
D)lack of selectivity

Question 46

What are the three broad categories of newspaper advertising?

A)display, insert, and classified
B)co-op, classified, and controlled
C)page, column, and insert
D)preprinted insert, free-standing, and special-interest

Question 47

Probably more than any other form of media, magazines attract consumers because of

A)their local flavor.
B)their content.
C)their timeliness.
D)their low price.

Question 48

Despite recent troubles, newspaper is still an excellent medium for

A)corporate conglomerates wanting to reach national audiences.
B)retailers targeting local geographic markets.
C)manufacturers selling to businesses.
D)companies targeting highly selective audiences.

Question 49

Unlike other media classes, except perhaps newspapers now and then, magazines carry ads that often benefit from an extended life due to a concept called

A)pass-along readership.
B)hyper-localism.
C)pay-for-inquiry.
D)first-run syndication.

Question 50

In light of declining circulation figures, newspapers will have to do a number of things to remain a viable advertising medium in the future.One way is to exploit their strongest role.This means taking advantage of a concept called

A)preferred position.
B)narrowcasting.
C)pass-along readership.
D)hyper-localism.

Question 51

A well-known producer of frozen turkeys wants to run ads in several monthly magazines for two issues prior to Thanksgiving.The rough layouts presented to the client are rejected, so the agency has to go back to square one and start all over.Even if everything goes well, the creative team may have a very tight schedule.That's because magazine deadlines for ads can be as much as ____ in advance of publication.

A)3 weeks
B)45 days
C)90 days
D)6 months

Question 52

A large computer hardware manufacturer has decided to advertise in several well-known digital technology magazines beginning next year.Each magazine has a different ____ in September or October, that is, the date when production-ready ads must be delivered to the publisher.

A)circulation date
B)closing date
C)on-sale date
D)cover date

Question 53

A sophisticated fashion magazine is charging a premium for an extravagant, extra-wide ad being placed by a designer fragrance.This type of ad format is often located on the inside cover of upscale magazines.What is this called?

A)gatefold ad
B)preprinted insert
C)space contract
D)bleed page

Question 54

Which independent service verifies the figures that indicate the reach for both newspapers and magazines?

A)All Dimension Audience Research
B)Audit Bureau of Circulations
C)Nielsen Media
D)Arbitron

Question 55

A shoe manufacturer pays part of the media bill when a local shoe store features the manufacturer's brand in its advertising.What kind of advertising is this?

A)segmented
B)syndicated
C)co-op
D)preferred

Question 56

What are two of the main disadvantages of newspaper as an advertising medium?

A)creative constraints and cluttered environment
B)time lags and geographic restrictions
C)lack of credibility and minimal reach
D)short life and few local opportunities

Question 57

Your favorite monthly magazine arrives in your mailbox, with the April date printed on the front, called the ____ date. But it is only the first week of March.The April issue is actually sent to newsstands and mailed to subscribers on March 1, called the ____ date.

A)placement; closing
B)closing; cover
C)on-sale; publication
D)cover; on-sale

Question 58

The overwhelming advantage that magazines have over every other medium is their

A)timeliness.
B)reach.
C)frequency.
D)audience selectivity.

Question 59

Though they come with significant drawbacks, ____ offer magazine publishers the chance for subscription increase and a dynamic environment to attract advertisers.

A)preprinted inserts
B)double-page spreads
C)tablet readers
D)pay-for-inquiry models

Question 60

The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside the obituary notices in the newspaper.What kind of space should they buy?

A)run-of-paper
B)preferred position
C)run-of-press
D)full position

Question 61

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

A)lower absolute cost.
B)higher degree of audience selectivity.
C)much lower cost per contact.
D)higher degree of audience attentiveness.

Question 62

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

A)satellite radio
B)sports radio
C)talk radio
D)syndicated radio

Question 63

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

A)DBS
B)HUT
C)RADAR
D)VOD

Question 64

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

A)make up for its limited reach.
B)promote ongoing repetition.
C)send a message through sight and sound.
D)select narrow audiences by geographic location.

Question 65

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

A)Radio comes with a greater risk for unexpected production costs.
B)Television provides a low cost-per-contact well beyond radio.
C)Radio offers a low absolute cost that television can't match.
D)Neither one really offers low costs compared to other media.

Question 66

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?

A)4.3
B)20
C)23
D)46

Question 67

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?

A)clients making decisions on running ads, versus agencies making decisions on running ads
B)taking any spots in the schedule where an ad can fit, versus selecting spots in the schedule where an ad is preferred
C)supplying scripts for broadcast, versus hiring announcers to ad-lib from a list of points during broadcast
D)placing ads directly with local stations, versus placing ads within nationally syndicated programming

Question 68

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.

A)display advertising
B)narrowcasting
C)spot advertising
D)syndicating

Question 69

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?

A)lasting message and frequent repetition
B)low absolute cost and high audience attentiveness
C)highly selective geographic targeting and little clutter
D)creative expression and huge reach for low cost-per-contact

Question 70

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

A)network, local, cable, and paid.
B)national, regional, city, and satellite.
C)network, cable, syndicated, and local.
D)commercial, public, cable, and syndicated.

Question 71

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.

A)off-network syndication
B)first-run syndication
C)barter syndication
D)local syndication

Question 72

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.

A)3.9
B)5.5
C)18
D)39.9

Question 73

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

A)satellite
B)syndicated
C)network
D)cable

Question 74

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?

A)narrowcasting
B)V-chip
C)video on demand
D)closed-circuit

Question 75

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

A)It is already becoming somewhat obsolete due to satellite radio.
B)It will grow virtually as fast as the Internet does.
C)It may not be free for long as broadband providers start charging for access.
D)It will stay alive by finding a small but sustainable niche of music specialists.

Question 76

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

A)broadband syndication.
B)smartphone advertising.
C)barter syndication.
D)spot advertising.

Question 77

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

A)Ratings point is used to measure televisions tuned to a program for its entire time period.Share of audience is used to measure televisions that remain on a network for a particular time period.
B)Ratings point is used to measure audience for network shows.Share of audience is used to measure audience for local shows.
C)Ratings point is based on viewership by daypart.Share of audience is based on viewership across all dayparts.
D)Ratings point is based on the total of TV households in the market.Share of audience is based on the total of TV households that are using their televisions.

Question 78

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

A)have viewers that tolerate increased advertising.
B)be negatively impacted by competition with other interactive technologies.
C)not be able to sustain heavy loads of advertising.
D)not grow quickly due to the declining popularity of broadband.

Question 79

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

A)cable television.
B)network television.
C)off-network syndicated television.
D)first-run syndicated television.

Question 80

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

A)"closed-circuit TV."
B)"narrowcasting."
C)"channel grazing."
D)"TV everywhere."