Deck 11: Evaluation of Broadcast Media

Question 1

Which of the following is NOT an advantage of television as an advertising medium?

A)the creative options available
B)its mass coverage and cost effectiveness for reaching large markets
C)the captivity of the television viewing audience,which results in attention to commercials
D)the ability to use continuous,flighting or pulsing schedules with television
E)geographic flexibility within a local market area

Answer 1

E

Question 2

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,television is described as having _____ messages.

A)high-involvement
B)fleeting
C)creative
D)selective
E)emotive

Answer 2

B

Question 3

viewers:

A)skip through the advertisements
B)are different from people meter viewership
C)prefer broadcast programs over cable choices
D)alternate between live broadcasts and previously recorded programs
E)engage in double-tasking,working on their computers while watching television See opening vignette.

Answer 3

A

Question 4

Television can offer advertisers selective coverage of target audiences through:

A)program content which appeals to specific types of audiences
B)broadcast time periods that reach specific types of audiences
C)cable networks which reach groups with specific interests
D)the use of local or spot commercials in specific market areas
E)through all of the above techniques

Question 5

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A)has such a low absolute cost
B)has the ability to reach large audiences in a relatively cost efficient manner
C)has a high level of geographic selectivity
D)is very easy to develop creative television advertising
E)has no impact on the image of a brand

Question 6

The increasing use of digital video recorders (DVRS):

A) will likely benefit cable companies more than the broadcast networks
B) threaten to make the traditional television advertising business model obsolete
C) provide Internet viewers with alternative designated market areas
D) suggests scatter market research will include more zappers and fewer adjacent zippers
E) increase share of audience for image transfer cumulative spot advertisers

Question 7

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose:

A)radio
B)television
C)direct mail
D)magazines
E)newspapers

Question 8

Which of the following products is most likely to be advertised on popular television shows such as Let's make a Deal,American Idol,and Dancing with the Stars?

A)gardening equipment
B)curry mixes
C)Corvette automobiles
D)Pillsbury bread products
E)fishing lures

Question 9

Which of the following televisions shows best illustrates how television provides advertisers with selective coverage of target audiences according to their lifestyles?

A)ER
B)Grey's Anatomy
C)U.S.Open Golf
D)local news programs
E)Sesame Street Sesame Street is on PBS,which does not have advertisers.

Question 10

Audience selectivity on television is possible due to:

A)the use of PVRs
B)program content
C)zipping and zapping
D)the use of interconnects
E)a market penetration market growth strategy

Question 11

Which of the following statements about the length of television commercials is true?

A)Commercials have become longer as the demand for broadcast time dwindles.
B)Commercial length is increasing and 60-second spots will become dominant by the end of the decade.
C)Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.
D)Fifteen-second commercials account for over half of the ads seen on network television.
E)The number of 60-second commercials has declined due to a desire by the network to sell more ads and restrict clutter.

Question 12

Many advertisers are using Super Bowl ads as:

A)part of an integrated market communications plan
B)an opportunity to win advertising creativity awards
C)an alternative to print media
D)as an opportunity to collect demographic data
E)all of the above See IMC Perspective 11-1.

Question 13

An art gallery in a small town near Chattanooga,Tennessee,is hosting an "outsider artist" sale and wants to invite people from the local area to attend and buy the pieces made by Tennessee artists.The local television station lacks _____ because it also reaches viewers in northwest Georgia and northeast Alabama.

A)clutter control
B)geographic selectivity
C)bursting capability
D)noise filters
E)zipping capabilities

Question 14

Television is considered an excellent advertising medium because of:

A)its ability to combine visual images with sound and motion
B)the tremendous creative flexibility and opportunities available through television
C)its ability to convey a mood or image for a brand
D)its value in demonstrating a product or service
E)all of the above

Question 15

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?

A)the fact television programs do not reach their target markets
B)small ad agencies generally do not know how to produce TV commercials
C)the high costs of producing and airing television commercials
D)the limited creative options available through television
E)none of the above

Question 16

Which of the following changes has increased the likelihood consumers may avoid seeing television commercials on the major networks?

A)the increased number of channels,which give consumers more viewing,options
B)the penetration of VCRs and DVDs into homes
C)the increase in the use of remote control devices for TV sets
D)the increase in the use of PVRs
E)all of the above

Question 17

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel,which reaches a highly educated and upscale audience.This is an example of how _____ is possible through television.

A)low absolute cost
B)selectivity
C)clutter
D)creativity
E)permanence

Question 18

The major criticism of Super Bowl advertising is:

A)limited reach
B)excessive pre-game hype
C)the increased use of DVRs
D)the cost
E)decline in interest among Americans for this sporting event See IMC Perspective 11-1.

Question 19

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

A)high costs for airtime
B)high costs for production of quality commercials
C)limited creative options for developing and presenting advertising messages
D)fleeting messages
E)commercial clutter

Question 20

The new Nielsen television rating system,C3:

A)combines cable,commercial,and collective advertising viewership
B)creates an average viewership for the three major television networks
C)coordinates scatter market advertising with national spot and national designated advertising
D)measures average commercial live viewership and up to three days later
E)measures cume in three distinct video media alternatives See opening vignette.

Question 21

Which of the following statements about commercial length is true?

A)Fifteen-second spots are the most common commercial lengths.
B)Increasing media costs have resulted in advertisers preferring shorter commercials.
C)Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials.
D)Fifteen-second spots typically sell for about the same amount as 30-second spots.
E)All of the above statements about commercial lengths are true.

Question 22

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services.The WB is an example of a(n):

A)syndicated station
B)super station
C)television network
D)cable station
E)affiliating network

Question 23

Which of the following has contributed to the problem of advertising clutter on television?

A)the increased use of 30-second and 15-second commercials
B)the use of split-30 second commercials by some advertisers
C)the suspension of the National Association of Broadcasters code authority to limit the amount of time available for commercials
D)decisions by networks to increase the number of minutes they make available for commercials
E)all of the above

Question 24

The pervasiveness and intrusive nature of _____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

A)radio
B)television
C)newspapers
D)direct response
E)magazines

Question 25

While watching Entertainment Tonight,Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

A)the limited viewer attention for commercials
B)the lack of demographic selectivity of television
C)the fleeting nature of television commercials
D)clutter
E)message source alienation

Question 26

Advertisers can inhibit consumers' zapping commercials by:

A)lobbying to have remote control devices banned
B)producing creative commercials that are meaningful to consumers and that attract and hold their attention
C)devising shorter commercial formats
D)using more infomercials
E)advertising more on cable television

Question 27

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and:

A)increase the integration of television advertising with coordinated newspaper dayparts
B)soften the impact of increased consumer selectivity
C)capture revenue from them while protecting their traditional advertising business model
D)offer alternative program rating point systems utilizing affiliate network zap compression
E)alternate personal selling with promotional tie-ins

Question 28

Parker videotapes the television show My Name is Earl,which is shown on Tuesday nights on her local WB station,so she can fast forward through the commercials.Parker engages in:

A)time shifting
B)zooming
C)encoding
D)zipping
E)zapping

Question 29

Research has shown the demographic group that engages in the highest level of commercial zapping is:

A)older adults
B)preteens
C)young adult females
D)young adult males
E)older women

Question 30

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

A)satellite networks
B)local nets
C)affiliates
D)station reps
E)regional networks

Question 31

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming.

A)Satellite networks
B)Local nets
C)Affiliates
D)Station reps
E)Regional networks

Question 32

Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate.Both shows are on Friday night at the same time.When commercials start on one of the shows,he immediately switches to the other.Rick is engaged in:

A)time shifting
B)zooming
C)encoding
D)zipping
E)zapping

Question 33

Which of the following statements about 15-second commercials is true?

A)There have never been any restrictions on when television networks could show 15-second spots.
B)Many advertising people believe 15-second spots are equal to 30-second spots in terms of communication effectiveness.
C)Fifteen-second spots are especially useful for advertisers that want to use a repetition strategy.
D)Fifteen-second spots typically cost about half the price of 30-second spots.
E)All of the above statements about the 15-second commercial are true.

Question 34

Which of the following has contributed to the problem of advertising clutter on television?

A)the increased use of 30-second and 15-second commercials
B)the use of zipping and zapping techniques by some advertisers
C)the mandate of the National Association of Broadcasters to increase the amount of time available for commercials
D)decisions by the major networks to decrease the number of minutes they make available for commercials
E)all of the above

Question 35

Which of the following statements best describes the amount of time available to run commercials on television?

A)The amount of time is restricted to 9.5 minutes per hour during prime time and 12 minutes per hour during nonprime time by the National Association of Broadcasters.
B)The amount of time is restricted to 12 minutes per hour during prime time and 17 minutes per hour during nonprime time.
C)The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,but the networks have not altered the number of commercial minutes in their schedules.
D)The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,and the number of commercial minutes on network television has risen in recent years.
E)The AAF Code of Broadcasting is the only regulatory device for TV advertising currently being used.

Question 36

Which of the following has contributed to the increased zapping of television commercials?

A)the use of remote control devices for most TV sets
B)the emergence of 24-hour continuous format programming on cable television
C)the increasing length of television commercial breaks
D)the increased use of DVRs and video on demand technologies
E)all of the above

Question 37

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

A)increase the number of commercials during a break
B)shorten the commercial breaks
C)create "hybrid" pod commercial breaks that are part promotion and part ads
D)convince advertisers to be the sole sponsor of a show like Hallmark does
E)change the standard commercial format to 10-seconds

Question 38

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

A)network
B)affiliate
C)aggregated
D)spot
E)up-front

Question 39

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

A)Clutter content analysis
B)Zipping and zapping
C)Flighting and pulsing
D)Bursting and flighting
E)Narrowcasting

Question 40

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing via remote control mechanisms.

A)Zipping;zapping
B)Zapping;zooming
C)Zipping;time shifting
D)Time shifting;zipping
E)Zooming;zipping

Question 41

Shows produced specifically for the syndication market such as Judge Judy and Entertainment Tonight are referred to as:

A)off-network syndication
B)first-run syndication
C)special-purpose syndication
D)network-supported syndication
E)reruns

Question 42

Most national advertisers:

A)use only network advertising
B)use only national spot advertising
C)prefer spot advertising because of lower rates,less clutter,and more flexibility
D)use both network and spot advertising and try to effectively combine the two
E)prefer to use only network advertising and only buy spot advertising in markets where there are no network stations

Question 43

Which of the following statements about spot advertising is true?

A)Spot advertising is subject to less commercial clutter than network advertising.
B)Spot advertising is confined to station breaks between programs on network-originated shows.
C)In terms of the communications process,spot advertising is easier to decode than network advertising.
D)Only local advertisers use spot advertising.
E)None of the above statements about spot advertising is true.

Question 44

_____ is the term used for local television station commercials in which the various individual stations negotiate directly with the advertisers.

A)Network advertising
B)Spot advertising
C)Regional advertising
D)Syndication
E)Sponsorship

Question 45

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

A)up-front
B)continual
C)scatter
D)interconnected
E)local

Question 46

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as:

A)off-network syndication
B)first-run syndication
C)barter syndication
D)sponsorship
E)participations

Question 47

_____ are reruns of network shows that are bought by individual stations to broadcast.

A)Off-network syndications
B)Sponsorships
C)First-run syndications
D)Network spots
E)Local syndications

Question 48

Which of the following statements about off-network syndication is true?

A)Off-network syndicated shows are an important source of quality programming for local stations.
B)Off-network syndicated shows an insignificant source of revenue to the studios that produce them.
C)Off-network syndicated shows are usually low-budget,low quality programs.
D)The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)None of the above statements about off-network syndication is true.

Question 49

Univision and Telemundo are:

A)the two biggest rating services for Hispanic consumers
B)satellite systems that allow cable channels to convert shows that originally were presented in English to Spanish
C)the two largest Spanish-language television networks in the United States
D)the two largest advertisers on Spanish-language stations
E)both owned and operated by Time-Warner See Diversity Perspective 11-1

Question 50

Which of the following statements about network advertising is true?

A)Using network advertising significantly complicates the purchase of television media time for national advertisers.
B)The networks do not share their advertising revenue with affiliates that allowed the ads to be shown on their stations.
C)The high cost of network time can be a drawback to advertisers with limited media budgets.
D)National advertisers have to negotiate with both network and local affiliates when they want to make a media buy.
E)All of the above statements about network advertising are true.

Question 51

Which of the following statements about network advertising is true?

A)Using network advertising can help simplify the purchase of television media time for national advertisers.
B)The major networks offer the most popular programs and still dominate the prime-time viewing period.
C)The high cost of network time can be a drawback to advertisers with limited media budgets.
D)Advertisers use network advertising to reach large audiences with one media buy.
E)All of the above statements about network advertising are true.

Question 52

_____ are shows that are sold or distributed on a station-by-station,market-by-market basis.

A)Spot broadcasts
B)Televised advertorials
C)Affiliate programs
D)Participation programs
E)Syndicated programs

Question 53

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

A)Station managers
B)Affiliates
C)Negotiators
D)Station reps
E)Sponsors

Question 54

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal,she is watching:

A)off-network syndications
B)sponsorships
C)first-run syndications
D)network spots
E)local syndications

Question 55

Which of the following statements about spot advertising is true?

A)Spot advertising offers national advertisers flexibility in adjusting to local market conditions.
B)Spot advertising is totally confined to station breaks between programs on network originated shows.
C)Spot advertising is subject to less clutter than network advertising.
D)Spot advertising is easier to buy than advertising on national networks.
E)All of the above statements about spot advertising are true.

Question 56

National advertisers may use spot television advertising to:

A)concentrate advertising in areas where market potential is the greatest
B)concentrate advertising in areas where more ad support is needed
C)advertise in test market areas
D)offer support and cooperative advertising to local dealers and retailers
E)do all of the above

Question 57

In order to get advertising time on the most popular shows,major television advertisers such as Coca-Cola,Ford,General Motors and State Farm are generally forced by the biggest agencies to participate in the _____ market.

A)up-front
B)continual
C)scatter
D)interconnected
E)local

Question 58

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

A)Spot advertising does not allow them to adjust to local market conditions.
B)Spot advertising cannot be used as part of their cooperative advertising programs.
C)Spot advertising is easy to acquire since time is purchased from a number of local stations.
D)There are more variations in the pricing policies of local stations than networks.
E)All of the above statements describe a problem encountered by national advertisers when using spot advertising.

Question 59

All non-network television advertising done by a national advertiser is known as _____ advertising.

A)up-front
B)national spot
C)local
D)regional
E)non-cancellation

Question 60

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as:

A)the network market
B)the regional market
C)pre-screenings
D)previews
E)the up-front market

Question 61

Which of the following statements about syndication is true?

A)The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks.
B)Syndicated programs never draw larger viewing audiences than network shows.
C)Many national advertisers use syndicated shows to target certain audiences.
D)Syndicated programs have less commercial time and thus less clutter than network shows.
E)Children and teenagers are very easy to reach through syndicated programs.

Question 62

The television daypart that attracts the largest viewing audience is:

A)daytime
B)early fringe
C)late news
D)prime-time access
E)prime-time

Question 63

_____ arrangement.

A)sponsorship
B)participation
C)daypart
D)exclusivity
E)run-of-station (ROS)

Question 64

Which of the following statements about syndication is true?

A)Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)There is basically one form of syndicated programming.
C)Syndication has become a major business that generates revenue comparable to the major networks.
D)National advertisers rarely use syndicated programs.
E)Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Question 65

A disadvantage associated with the use of syndicated shows is:

A)increased clutter
B)more zipping and zapping
C)their popularity among Gen Xers
D)the absence of programming at undesirable times
E)none of the above

Question 66

Which television daypart has the highest rates and is dominated by national advertisers?

A)morning
B)early fringe
C)prime-time
D)late news
E)late fringe

Question 67

_____ type of advertising arrangement.

A)sponsorship
B)participation
C)adjacency
D)syndication
E)countertrade

Question 68

Most network television advertising time is sold as:

A)sponsorships
B)participations
C)adjacencies
D)spot announcements
E)affiliated offerings

Question 69

Morning,daytime,prime time and late fringe are all examples of:

A)television dayparts
B)radio dayparts
C)types of syndication
D)run-of-station spots
E)none of the above

Question 70

Barter syndication is also called:

A)advertiser-supported syndication
B)station-sponsored syndication
C)participation syndication
D)first-run programming
E)presold programming

Question 71

In the early days of television,the production and content of most television programs was the responsibility of:

A)the networks
B)the local affiliate
C)corporations that sponsored the shows
D)independent production companies
E)the FCC

Question 72

Why does a company like Hallmark choose to sponsor the appearance of the television adaptation of classic books such as Sara: Plain and Tall?

A)Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program.
B)No other advertiser could afford the sponsorship costs.
C)The shows are never shown during a sweeps period,and therefore,sponsorship was more affordable.
D)The network would not allow the shows to appear on television unless they had a sponsorship from an approved company.
E)All of the above are reasons why Hallmark chose to sponsor television adaptations of classic books.

Question 73

Programs such as The Tonight Show with Jay Leno and ABC's Nightline are aired during the _____ daypart.

A)early fringe
B)prime-time access
C)prime-time
D)late fringe
E)evening

Question 74

All of the following are common television dayparts EXCEPT:

A)morning
B)daytime
C)early fringe
D)prime-time
E)drive-time

Question 75

Under a ____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming and advertising time to sell to local or spot advertisers.

A)sponsorships
B)participations
C)barter syndication
D)local syndication
E)national syndication

Question 76

With _____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

A)participations
B)sponsorships
C)adjacencies
D)syndications
E)countertrades

Question 77

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

A)allows companies to capitalize on the image of a high-quality program
B)gives the advertiser less control over the placement and the length of its commercials
C)is relatively inexpensive
D)means the advertiser can run more commercials per hour since time regulations do not apply
E)broadens advertising reach,saves money,and reaches a more aggregated market when compared to buying national spots

Question 78

_____ are the various time periods or segments into which a broadcast day is divided.

A)Adjacencies
B)Participations
C)Spots
D)Dayparts
E)Hours

Question 79

Which of the following reasons would BEST explain why a company would be interested in advertising its good or service on a syndicated show such as Deal or No Deal?"

A)The game show is shown during prime time on the three major networks.
B)The game show reaches a young adult audience,which is important to advertisers and is a difficult market to reach.
C)The game show has attractive actors and actresses which helps enhance the image of products advertised on the show.
D)The game show has much less clutter than network shows.
E)The game show is viewed as educational and allows advertisers to reach a demographic segment that is elusive.

Question 80

The television time period available to local stations right before or after network programming is called:

A)adjacencies
B)dayparts
C)access time
D)less-than-prime time
E)in-betweens