Deck 12: Electronic Media: Television and Radio

Question 1

While television tends to be a passive medium that people simply watch,radio actively involves people.

Answer 1

True
Explanation: While television tends to be a passive medium that people simply watch,radio actively involves people.They listen intently to their favorite personalities;they call in to make requests,participate during a contest,or contribute to a discussion;they use their ears and imaginations to fill in what they cannot see.

Question 2

It is easier to gather reliable information about the audiences for cable TV programs than for broadcast TV programming.

Answer 2

False
Explanation: Reliable information on the audiences for cable programs is harder to gather than that for broadcast TV.

Question 3

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

Answer 3

True
Explanation: 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 4

The death of the TV commercial is imminent.

Question 5

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

Question 6

The heaviest viewers of broadcast TV are middle-income,high school-educated individuals and their families.

Question 7

First-run syndication is also called barter syndication.

Question 8

Audience composition is the percentage of homes with sets in use turned to a specific program.

Question 9

Even though marketers find product placement to be very useful,it offers a disadvantage due to the marketers' loss of control of how and when the product appears in a program.

Question 10

The ability to fragment the mass audience is one of the principal benefits of cable television.

Question 11

Television is a good leverage tool.

Question 12

Three times each year,Nielsen compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

Question 13

Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Question 14

Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

Question 15

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

Question 16

The process of buying television advertising time is so simple that even the largest advertisers perform the task in-house.

Question 17

Although cable subscribers may receive more than 160 channels,most households only watch 5 to 10 channels.

Question 18

DTV sends and receives moving images and sound by analog signals rather than the digital signals.

Question 19

Television time is divided into dayparts.

Question 20

Because the public considers TV the most authoritative and influential medium,it is able to offer advertisers a prestigious image.

Question 21

Differentiate between broadcast television and cable television.

Question 22

List four disadvantages of radio as an advertising medium.

Question 23

List three advantages that are associated with cable television advertising.

Question 24

Briefly describe the group that watches the most broadcast television.

Question 25

Cume persons is also referred to as reach.

Question 26

List three disadvantages that are associated with cable television advertising.

Question 27

Television is often included in an IMC approach to advertising.If an advertiser wanted to promote its brand,what advantage would television offer in achieving this goal?

Question 28

Average quarter-hour audience identifies the average number of people listening to a specific station for 15 minutes.

Question 29

A radio advertiser may purchase network,spot,or local radio time.Explain the differences.

Question 30

A major trend in radio today is the resurgence of radio networks.

Question 31

One of the advantages of radio advertising is the absence of clutter.

Question 32

List five advantages that help to explain the popularity of broadcast television advertising.

Question 33

What is another name for barter syndication?

Question 34

An advertiser with a limited budget is trying to introduce a paper-based cat litter material that can be flushed into the British Columbia market.What kind of television advertising should it buy?

Question 35

List three disadvantages that are associated with broadcast television advertising.

Question 36

Why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

Question 37

Why do companies like the Chubb Group (a conglomerate of insurance providers),Hallmark,and IBM sponsor television programming?

Question 38

When buying radio time,advertisers usually buy the station's format,not its programs.

Question 39

On what basis do most advertisers on network television buy their advertising?

Question 40

According to ACNielsen,Coca-Cola,in 2007,arranged with producers that created programming for network television to show its products and logos within the TV shows used a total of 3,123 times.That is more than twice as often as the next highest company/category,which was 24-Hour Fitness Centers-Clubs.Which promotional method is Coca-Cola using?

Question 41

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

A)too much selectivity.
B)its lack of immediacy.
C)the absence of a media image.
D)high cost of production and airtime.
E)the longevity of the image created by commercials.

Question 42

Which of the following statements is true about cable TV?

A)Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.
B)There are now no national cable networks,but plans are being developed for one.
C)Cable TV began in the late 1960s.
D)The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.
E)Cable TV attracts the largest volume of national advertising.

Question 43

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).

A)fragmented dayparts
B)flexibility
C)selectivity
D)unduplicated scheduling
E)extended reach

Question 44

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.

Question 45

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

A)brevity.
B)finite creative possibilities.
C)limited coverage of U.S.homes.
D)social dominance of the medium.
E)high cost per exposure.

Question 46

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.

A)targeted
B)insertion schedule
C)run-of-schedule
D)demographic fragmentation
E)limited segmentation

Question 47

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

A)audience fragmentation.
B)high cost.
C)narrowcasting.
D)inability to pretest ads.
E)ad burnout.

Question 48

What is a synonym for cume persons?

Question 49

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:

A)promotional production.
B)sponsorship.
C)full-spot participation.
D)TV aggregation.
E)narrowcasting.

Question 50

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

A)rates,availability,and unduplicated audiences.
B)quality,selectivity,and reach.
C)reach,clutter,and selectivity.
D)selectivity,low cost,and flexibility.
E)reach,fragmentation,and quality.

Question 51

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.

A)cumulative
B)collective
C)participation
D)aggregated
E)fragmented

Question 52

Define television prime time.

Question 53

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

A)Market aggregation
B)Full-spot participation
C)Sponsorship
D)Narrowcasting
E)Television customization

Question 54

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.

A)flexibility
B)tangibility
C)selectivity
D)potential for creativity
E)productivity

Question 55

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

Question 56

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

A)Low airtime costs
B)The potential for zipping and zapping
C)Low production costs
D)Mass coverage
E)Lack of clutter

Question 57

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

A)buying on a participation basis.
B)using a syndication allowance.
C)using narrowcasting.
D)buying an advertising slot.
E)buying a sponsorship.

Question 58

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

A)There is no better medium than television for image advertising.
B)Advertisers find that television is a good leverage tool.
C)There is no better medium than television for imparting brand meaning to viewers.
D)Advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised.
E)An advertiser might take advantage of the relatively high CPM of television to reach out to many prospects.

Question 59

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.

Question 60

The Under Armour Performance Apparel of Baltimore has announced it will underwrite the total cost of televising the ESPY Awards on ESPN cable network for three years.The performance apparel manufacturer is engaged in:

A)promotional placement.
B)TV aggregation.
C)full-spot participation.
D)sponsorship.
E)narrowcasting.

Question 61

Reliable information on the audiences for cable programs:

A)is easily obtained from Nielsen.
B)is hard to gather.
C)is much more accurate than similar ratings information for network programming.
D)does not divide the day into the same units as the networks do-thus making comparisons difficult.
E)is easy for media planners to interpret.

Question 62

Why is most network TV advertising sold on a participating basis?

A)Most advertisers find the full network lineup coincides most effectively with their target markets.
B)This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
C)Network advertising requires only a short lead-time due to the flexibility of the medium.
D)All advertisers-no matter how large their advertising budget-receive an identical number of commercial slots from the FCC.
E)All commercials have to be approved by the FCC.

Question 63

In television,gross rating points (GRPs)represent 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.

Question 64

"Baywatch" was a program that failed to attract a sufficient audience when programmed by NBC in 1989.NBC canceled the show after a single season.It then went into production for additional seasons in _____ syndication and has become enormously successful in international markets.

A)classic
B)first-run
C)audience-supported
D)off-network
E)barter

Question 65

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has chosen to advertise during "The Ellen DeGeneres Show",which is broadcast daily at 4:30 p.m.by the Virginia TV station.The restaurant is advertising during _____ time.

A)peripheral
B)late fringe
C)prep rime
D)early fringe
E)prime access

Question 66

_____ syndication involves original shows,like "Oprah","Inside Edition",and "Judge Judy",which are produced specifically for the syndication market.

A)Classic
B)First-run
C)Audience-supported
D)off-network
E)Barter

Question 67

A much-hyped rescue on "Lost",an all-star,and a host of blockbuster movies-of-the-week can only mean that the networks are using shameless stunts to get viewers to tune in.Broadcasters use the viewership numbers collected during four annual periods to set advertising rates for the rest of the year.In other words,_____ commonly co-occur when networks are trying to make themselves look attractive to advertisers.

A)interconnects
B)CPM planning
C)reach strategy
D)sweeps
E)avails

Question 68

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

A)audience share
B)audience reach
C)designated market area (DMA)
D)area of dominant influence (ADI)
E)audience frequency

Question 69

Spot announcements:

A)limit the flexibility of an advertiser.
B)are unaffected by clutter.
C)are easier to purchase on cable networks than national advertising is.
D)are available only at network station breaks and when network advertisers purchase less than a full lineup.
E)run in clusters between programs.

Question 70

Infomercials:

A)are long TV commercials that give consumers detailed information about a product.
B)should not be used for products that are available through retail outlets.
C)provide results that are typically not measurable.
D)rely on personal selling to be effective.
E)cannot be used for high-involvement products.

Question 71

Nielsen Media Research:

A)is a media buying organization.
B)is the company responsible for determining the length of commercials.
C)is the major audience rating service for television.
D)uses demographically-specific surveys to pretest ads.
E)is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Question 72

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

A)4 percent
B)16.7 percent
C)40 percent
D)60 percent
E)83.3 percent

Question 73

Some advertisers avoid using network TV advertising because:

A) FCC approval of TV commercials is difficult to obtain.
B) network advertising requires such a long lead-time.
C) all advertisers-no matter how large their advertising budget-receive identical coverage.
D) advertisers find that the full network lineups always coincide with their target markets.
E) it is basically unregulated.

Question 74

The top pharmaceutical product integrated into television shows during 2007 was Organon Pharmaceuticals' NuvaRing,a vaginal insert birth control device infused with slow-release hormones.Organon is one of the few companies that readily admit that it has budgeted money for its product to appear on TV programming.As a result of its strategy,NuvaRing's logo and the product has been seen or talked about on several primetime TV programs,including "Scrubs","Grey's Anatomy",and CBS's "King of Queens".This is an example of:

A)a synergistic promotion
B)creative licensing
C)product diversification
D)product placement
E)residual fee payment

Question 75

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

A)classic programming.
B)first-run syndication.
C)specialized programming.
D)off-network syndication.
E)barter syndication.

Question 76

As the new television season unfolds,take note of the number of times your favorite character casually mentions a name-brand prescription drug.It will happen more than you think.During the first months of the 2007 television season,705 pharmaceuticals were cleverly woven into primetime plot lines.The manufacturers that owned these brands paid the television programs to feature their products.This is an example of:

A)a synergistic promotion.
B)creative licensing.
C)product placement.
D)product diversification.
E)residual fee payment.

Question 77

Which of the following has become the largest source of programming in the United States?

A)Affiliates
B)Independents
C)Local cable system channels
D)Network broadcasts
E)Syndication

Question 78

A designated market area:

A)refers to the geographic area in which the local TV station attracts the most viewing.
B)is the area of greatest impact (AGI)for a television commercial.
C)consists of all potential advertisers within a region.
D)is composed of all the target audiences within a 50-mile radius of a television station.
E)is the positioning designations given to an area by Nielsen.

Question 79

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 (TVHH).
C)households using television (HUT).
D)gross viewing percentage (GVP).
E)consumer composition percentages (CCPs).

Question 80

Television viewing is highest during _____ time.

A)peripheral
B)late fringe
C)post prime
D)early fringe
E)prime