Deck 8: Television, Radio and Digital Video

Question 1

Of the options below, cable and _____ are the two transmission media that now provide an almost endless variety of programming and specialinterest channels, defining the potential for market segmentation.

A)satellite
B)telephone
C)Internet
D)broadcast

Answer 1

A

Question 2

Direct response advertisers utilize television for which of the following:

A)to sell products, services, or political campaigns
B)to get inquiries
C)to support other media
D)all of the above

Answer 2

D

Question 3

Direct response marketers need to be mindful that television viewers have one of two objectives. Information and ________.

A)emotional appeal
B)communication
C)entertainment
D)direct response

Answer 3

C

Question 4

The "reach" of a local TV station can describe geographic markets differentiated by _____________.

A)zip code
B)culture
C)station
D)advertising

Question 5

As noted in the text, like empty seats on a departing airplane, television time is
________________.

A)responsive
B)perishable
C)segmented
D)marketable

Question 6

Gross rating points are a combination of _________ and __________ measures.

A)prospects; customers
B)inquiry; response
C)reach; frequency
D)listeners; viewers

Question 7

The number of people exposed to vehicles carrying a specific ad is referred to as which of the following __________.

A)frequency
B)outbound
C)scope
D)reach

Question 8

Which of the following most accurately explains how direct marketers calculate cost per response?

A)The total cost of an audience ticket divided by the total number of tickets
B)The total cost of the product/service divided by the number of inquiries
C)The total cost of a direct marketing campaign divided by the number of responses that campaign generates
D)The total number of inquires divided by the total number sold

Question 9

Infomercials can best be characterized as:

A)always paid for by a nonprofit or religious organization
B)longform television advertisements
C)illegal in some parts of the day
D)featuring multiple products

Question 10

The average radio listener "tunes in regularly to less than _________ stations."

A)five
B)three
C)four
D)six

Question 11

An arrangement under which the radio station runs commercial messages, at its own discretion, in return for remuneration from a direct response advertiser for each sale or inquiry produced is referred to as __________.

A)response rating
B)per inquiry
C)station commercialization
D)discretion advertising

Question 12

Radio is considered to be the most __________ of all response media in that it requires relatively little in the way of preparation.

A)expensive
B)ineffective
C)flexible
D)complex

Question 13

It is easy to segment television audiences because:

A)people only watch one channel
B)most people don't pay for all the cable and satellite channels
C)with many channels, programming and ads can be targeted to interest groups
D)people generally write or call in to say what they like to watch

Question 14

Which of the following is not a characteristic of infomercials:

A)usually on cable channels lasting for 30 minutes
B)appear often during early morning time slots
C)appear often during late night time slots
D)appear often during prime time slots

Question 15

Radio can achieve audience segmentation through

A)program loyalty
B)station loyalty
C)time of day
D)all of the above

Question 16

Internet Radio provides all of the following except:

A)increased competition for traditional radio
B)personalization opportunities
C)limited advertising
D)high testing costs

Question 17

In the creation process of digital videos, it is important for video content to stem from ________.

A)assessing costs
B)picking the products to advertise
C)consumer research
D)gaining permissions to use video clips

Question 18

The following is a good measure of the success of digital video advertisements:

A)views
B)active sharing
C)comments
D)all of the above

Question 19

You Tube Studio is:

A)a special library of video clips free to advertisers
B)a tool to let advertisers know numbers and characteristics of viewers
C)the name given to YouTube's billing format
D)a history of successful videos on a given subject

Question 20

"Going viral" in relation to digital videos means:

A)a video is so popular that viewers pass it on to others
B)a video in which a computer virus has been injected
C)other advertisers immediately copy the successful format of your video
D)many people immediately buy the product after seeing advertised once

Question 21

Broadcast media account for the largest percentage of expenditures for direct response advertising.

Question 22

Interactive modes of television provide the immediate response that is both measurable and accountable that direct marketers thrive upon.

Question 23

Television programming such as sports, news, comedies, etc. play an important role in defining specific audience segments.

Question 24

It is the penetration of the potential market, i.e., the number of viewers, which determines the price of commercial television time.

Question 25

The most valid response mechanism for direct marketers to use in figuring television cost is cost per viewer (CPV).

Question 26

The least effective direct marketing broadcast method is infomercials.

Question 27

It's difficult to target consumer markets in radio advertising because listeners are not loyal to a specific station.

Question 28

Digital videos that go viral most often evoke emotion.

Question 29

Because of its unproven success, digital video is not yet a significant tool for most advertisers.

Question 30

Loud audio is the key to success in digital video.

Question 31

Even considering the price peak, prime time is always the best time for direct response advertising.