Deck 11: Broadcast, Cable, and Satellite Media: Television and Radio

Question 1

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

Answer 1

False

Question 2

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.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

First-run syndication is also called barter syndication.

Question 5

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

Question 6

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

Question 7

Television time is divided into dayparts.

Question 8

Television is a good leverage tool.

Question 9

When the judges on America's Got Talent are drinking from Snapple cups, product placement is being used.

Question 10

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

Question 11

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 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

Nielsen reports that the average U.S. home receives almost 200 TV channels, although most viewers watch only 5 to 10 of those channels.

Question 17

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

Question 18

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

Question 19

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

Question 20

Product placement offers marketers the opportunity to link a brand with a popular character.

Question 21

Cume persons is also referred to as reach.

Question 22

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 23

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 24

Which of the following statements is most likely true about cable TV?

A) Approximately 60 percent of American households get cable.
B) There are no regional cable networks in the U.S.
C) Cable TV has been available since the late 1960s.
D) Cable subscription fees represent about one-third of cable TV revenues.
E) Cable TV attracts the largest volume of national advertising and is the dominant entertainment medium.

Question 25

By the name of the MTV reality show, Dr. Pepper Band in a Bubble, you can infer that Dr. Pepper brand soda was most likely engaged in:

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

Question 26

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 27

What is most likely a disadvantage of advertising on cable television?

A) Audience fragmentation
B) High production costs
C) Excessive narrowcasting
D) Inability to pretest ads
E) Strict commercial times

Question 28

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

Question 29

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

Question 30

The manufacturer of Classic Equine equestrian equipment would most likely 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 31

_____ 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 32

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) testing advertising slots.
E) buying a sponsorship.

Question 33

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 34

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

Question 35

Under Armour 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 36

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 37

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 38

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 39

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

Question 40

Which statement about the use of television in IMC is LEAST likely true?

A) There is no better medium than television for image advertising.
B) Many 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) Advertisers can take advantage of the relatively high CPM of television to reach out to many prospects.

Question 41

Spot announcements:

A) limit the flexibility of an advertiser.
B) are unaffected by message clutter.
C) are too costly for most small advertisers.
D) are only sold at a national level.
E) run in clusters between programs.

Question 42

All of the characters on the CBS crime drama Hawaii 5-0 drive Chevrolet vehicles. This is most likely an example of:

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

Question 43

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 44

An advertiser would most likely avoid using network TV advertising because of:

A) government control.
B) lengthy lead times.
C) identical coverage.
D) sponsorship demands.
E) a lack of regulation.

Question 45

Nielsen Media Research is best described as:

A) an international media buying organization.
B) a firm that determines commercial lengths.
C) the major audience rating service for television.
D) a demographic survey firm that pretests TV shows.
E) an industry monitoring system that investigates ethics.

Question 46

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 a Virginia TV station. The restaurant is advertising during _____ time.

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

Question 47

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 number of households in a market area according to Nielsen.

Question 48

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) Smaller advertisers are able 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 receive an identical number of commercial slots from the FCC.
E) All commercials have to be approved by the FCC.

Question 49

_____ syndication involves original shows, like 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 50

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 51

A much-hyped rescue on Chicago Fire and the season finales of The Amazing Race and Survivor are intended 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 52

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 53

Reliable information on the audiences for cable programs is:

A) difficult to gather.
B) based on a single source.
C) easily obtained from Nielsen.
D) simple for media planners to interpret.
E) more accurate than network programming ratings.

Question 54

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

A) 6 percent
B) 16.7 percent
C) 40 percent
D) 60 percent
E) 83.3 percent

Question 55

Television viewing is highest during _____ time.

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

Question 56

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 audience delivery or weight of a specific media schedule.
E) targeted rating points achieved by a syndicated program.

Question 57

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 58

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 2012 television season, more than 500 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 59

More than half of the ads for Wheel of Fortune, a game show, are pre-sold to national advertisers. The rest of the advertisements for Wheel of Fortune are offered to local stations either for free or for a reduced rate. Which term best describes this situation?

A) Classic programming
B) First-run syndication
C) Specialized programming
D) Off-network syndication
E) Barter syndication

Question 60

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 61

When buying radio time, advertisers usually buy the station's:

A) format.
B) programs.
C) frequency.
D) reputation.
E) personalities.

Question 62

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of Coach's Corner, a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 15-second spot costs $600. What is the cost per thousand (CPM)?

A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $70.00

Question 63

Radio stations base the rates they charge their advertisers on:

A) the size of the station's DMA.
B) the number of advertisers that have purchased ROS.
C) the time of day the advertiser wants an ad to run.
D) demographic parameters.
E) the size of the advertiser's advertising budget.

Question 64

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a:

A) co-sponsorship production package.
B) radio organized sales (ROS) package.
C) cume audience plan.
D) total audience plan (TAP) package.
E) targeted daypart plan.

Question 65

_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period.

A) CPM
B) TAP quota
C) AQH persons
D) Frequency
E) Reach

Question 66

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means:

A) right of selectivity.
B) right-of-service.
C) run-of-station.
D) rate-on-sale.
E) radio organized sales.

Question 67

In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share?

A) 19.1 percent
B) 47.65 percent
C) 52.35 percent
D) 80.9 percent
E) 81.25 percent

Question 68

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its:

A) total audience participation (TAP).
B) duplicated audience.
C) AQH persons.
D) cume persons.
E) GRP.

Question 69

Which of the following best explains why an advertiser would choose radio advertising over other available media?

A) Radio commercials are fleeting.
B) Radio production is inexpensive.
C) Radio restricts the number of creative options that a radio advertiser has.
D) Radio stations with the most appeal to advertisers have the greatest number of commercials.
E) Radio audiences are highly segmented which saves money for advertisers that need to blanket a market.

Question 70

If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has:

A) high accountability and satisfaction.
B) many different people tuning in.
C) very little message clutter.
D) an ROS programming format.
E) a network affiliation.

Question 71

What is a strong indicator of the best time to run a radio ad?

A) ROS
B) TAP
C) AQH
D) CPM
E) GRP

Question 72

Most large advertisers use ad agencies or media-buying services to buy TV time because:

A) FCC regulations require an intermediary.
B) money is saved by purchasing many slots.
C) the process is complex and time consuming.
D) stipulations require a certain degree of special expertise.
E) in-house media buyers are not allowed to handle such transactions.

Question 73

The primary benefits of advertising on the radio are:

A) mass-audience appeal and low production costs.
B) lack of clutter and high auditory appeal.
C) creative flexibility and low clutter.
D) high reach and frequency, selectivity, and cost efficiency.
E) immediacy, mass-audience appeal, and high reach.

Question 74

The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KAOW are 9,900 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?

A) 41,250 GRPs
B) 412.5 GRPs
C) 41.25 GRPs
D) 4.125 GRPs
E) .4125 GRPs

Question 75

Why would radio be a poor advertising medium for a fabric store trying to increase its market by carrying a new line of brightly-colored upholstery fabric?

A) Radio is too selective.
B) Radio is programmed to suit listeners' moods.
C) Radio is very expensive compared to other media.
D) Radio is only a sound medium.
E) Radio lacks creative flexibility.

Question 76

Which of the following statements about the use of radio in IMC is most likely true?

A) Advertisers must remember that radio is a passive medium.
B) Radio is a poor medium for integrated marketing communications.
C) Radio enables advertisers to maintain strategic consistency.
D) Advertisers cannot create an identity using radio ads.
E) Since radio is not highly mobile, retailers cannot reach prospects before they purchase.

Question 77

The owner of Nelson Car Repair wants to advertise on its local radio station WTFT. The community in which the station is located has 60,000 residents. The average quarter-hour persons for WTFT is 14,000 and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve?

A) 3.5 GRPs
B) 35 GRPs
C) 350 GRPs
D) 3500 GRPs
E) 35,000 GRPs

Question 78

A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience, and a 30-second spot costs $700. What is the cost per rating point (CPP)?

A) $10
B) $20
C) $35
D) $50
E) $70

Question 79

The local Advance Auto Parts retailer agreed to advertise during the live broadcast of a local parade. Due to equipment problems, the parade was not televised, and the station showed an old episode of 7^th Heaven instead. Because of its advertising agreement with the network, Advance Auto Parts would most likely receive a(n) _____ to compensate for the lower ratings than expected.

A) affidavit of nonperformance
B) audience compensation
C) do-over
D) preemption notice
E) makegood

Question 80

A preemption rate will only save an advertiser money if:

A) the supply of advertising time is small.
B) the economy is booming.
C) the station offers a frequency discount.
D) demand for advertising time is down.
E) the station offers a functional discount.