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

Question 1

Surveys that give the ratio of televisions turned on at a particular time to the number of total televisions are measuring HUT.

Answer 1

True

Question 2

Twice 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.

Answer 2

False

Question 3

Television time is divided into dayparts.

Answer 3

True

Question 4

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

Question 5

Social media has transformed the experience of television,in part because people no longer have to wait until the next day to discuss their favorite shows,but can satisfy the desire to share as the show airs,giving sponsors a chance to engage consumers directly through platforms like Twitter and Facebook.

Question 6

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

Question 7

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

Question 8

Cable TV penetration is down due to the dramatic increase in streaming programming over the last several years.

Question 9

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

Question 10

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

Question 11

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

Question 12

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 13

Television is a good leverage tool.

Question 14

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

Question 15

First-run syndication is also called barter syndication.

Question 16

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

Question 17

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 18

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

Question 19

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

Question 20

Television is not the most cost-effective way to deliver messages to large,well-defined audiences.

Question 21

One of the advantages of radio advertising is that there is little clutter.

Question 22

There are over 20 national radio networks making a resurgence in the industry by distributing programs to 80 percent of licensed radio stations to complement local programing.

Question 23

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 24

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

Question 25

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) the high cost of production and airtime.
E) the longevity of the image created by commercials.

Question 26

When Red Bull underwrote Felix Baumgartner's televised 24-mile free fall from the cusp of space,the company was engaged in

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

Question 27

Which of the following statements describes the greatest benefit of television for an advertiser?

A) There is no better medium than television for awareness and image advertising.
B) Many advertisers find that television is a good tool to drive coupon use, as good ads will encourage people to pick up the newspaper.
C) There is no better mobile medium than television for reaching viewers just before they make a purchase.
D) Whether TV viewers like an ad has nothing 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 28

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 29

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 30

The average quarter-hour audience refers to the ratio of the number radios on in an area during an average 15-minute period as compared to the total number of radios.

Question 31

Three of 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 32

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 33

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 34

Cume persons is also referred to as reach.

Question 35

Burton Snowboards pays a premium to advertise during ESPN's X-games broadcast of snowboarding events in order to take advantage of the cable station's

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

Question 36

One of the advantages that cable TV advertising offers to advertisers is _____ because 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 37

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 38

When buying cable TV,advertisers buy _____ positioning,which is multiple ad purchases that can be placed throughout a channel's daily schedule.

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

Question 39

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

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

Question 40

Cable TV

A) is currently used by approximately 60 percent of American households.
B) has no regional networks in the United States.
C) has been available since the late 1960s.
D) subscription fees represent about one-third of cable TV revenues.
E) attracts the largest volume of national advertising and is the dominant entertainment medium.

Question 41

TurboTax wanted to appeal to women viewers to get a jump on their taxes.Besides targeting the content of the ad at women,they also aired the ad during The Ellen DeGeneres Show,which is broadcast daily at 4:30 p.m.,or _____ time,a time when women are more likely to be watching.

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

Question 42

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 43

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 44

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 45

Television viewing is highest during _____ time.

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

Question 46

When reruns of a popular network program are sold to individual stations for rebroadcast,it is known as ______ syndication.

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

Question 47

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 48

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 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

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 51

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

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

Question 52

When an entire episode of Modern Family focuses on Apple's iPad,or all the judges on American Idol can't help but put thier Coke cups with the logo facing the camera,it's likely that the brands have paid the television programs for

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

Question 53

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 54

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 55

Broadcasters use the viewership numbers collected during four annual periods known as ______ to set advertising rates for the rest of the year.

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

Question 56

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 57

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 58

The abbreviation GRP,in television,refers gross rating points,which are 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) targeted rating points achieved by a syndicated program.
E) total rating points achieved by a particular media schedule over a specific period.

Question 59

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 60

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 61

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

Question 62

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 63

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 64

The Community Food Coop,a local for-profit grocery cooperative,has decided to purchase an ad on a popular local TV show .The show reaches 12,000 people in the primary target audience,is rated 10,and a 15-second spot costs 00.What is the cost per thousand (CPM)?

A) 0.00
B) 0.00
C) 0.00
D) 0.00
E) $70.00

Question 65

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 66

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 67

Briefly describe the group that watches the most broadcast television.

Question 68

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 69

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

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

Question 70

Abe Cooley,a local handyman,likes to advertise that he will come to your home and do any task you need on KBGA,the local college radio station.The station serves a community of 70,000,and the average quarter-hour persons for KBGA are 9 ,900.Abe buys 20 spots.What is his number of GRPs?

A) 2 ,828.57 GRPs
B) 282.86 GRPs
C) 28.28 GRPs
D) 2.82 GRPs
E) .28 GRPs
GRPs = Gross impressions/population x 100 = 198,000/70,000 x 100 = 2.828 x 100 = 282.857

Question 71

A preemption rate is a lower rate paid by the advertiser when the advertiser agrees

A) to allow the station to play the ad at any point during the day.
B) to accept a rerun of an ad that was initial run incorrectly.
C) to buy a specific amount of ad time.
D) to be bumped if another advertiser pays the higher, original rate.
E) to a year-long contract.

Question 72

Maria runs a thriving dog training business in her town.She also loves her local National Public Radio station,KUFM,and wants to sponsor her favorite program,But she's concerned that if she does pay to sponsor the program,the _____ will keep people from seeing how successful her training methodology is.

A) segmented audience
B) limitations of sound
C) clutter
D) half-heard commercial
E) high production cost

Question 73

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 74

_____ 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 75

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 76

Some of 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 77

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 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

Which of the following would most likely be a reason why an advertiser would choose a radio spot over a TV commercial?

A) Radio actively involves people while television is a mostly passive medium.
B) The advertiser is looking for a visual medium.
C) Radio is the only medium for integrated marketing communications.
D) The advertiser hopes to deliver message inconsistency using radio ads.
E) The advertiser is looking for an undefined audience.

Question 80

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