Question 1

Share of audience is based on:

Accepted Answer

Share of audience is the proportion of households that are using TV during a specific time period, so D is the correct choice. Choices A, B, and C are not accurate definitions of share of audience.

Question 2

Radio offers potential advertisers the among all media.

Accepted Answer

Radio has the ability to reach a wide audience due to its accessibility and prevalence, making it an effective medium for achieving widespread exposure.

Question 3

One of the versions of satellite transmission is direct transmission which is also known as .

Accepted Answer

Direct transmission via satellite is also known as closed circuit.

Question 4

The greatest advantage of television as an advertising medium is its ability to:

Accepted Answer

Television is able to send messages through both sight and sound, which can make advertisements more memorable and impactful for viewers.

Question 5

A media planner is comparing the relative advantages and disadvantages of television and magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television:

Accepted Answer

Television allows an advertiser to repeat a message more frequently compared to magazines. While magazines may have a higher degree of audience selectivity and audience attentiveness, television still has the advantage of reaching a larger audience and being able to repeat advertisements multiple times in a shorter amount of time. However, television also has a higher absolute cost compared to magazines.

Question 6

The categories of radio that an advertiser can choose from are .

Accepted Answer

This answer is the most comprehensive, listing all the major categories of radio that an advertiser can choose from, including networks (like ABC or CBS), syndication (both off-network and first-run), AM versus FM, satellite, and Internet/mobile. Choice A is too limited and only includes syndication categories, while Choices B and D both leave out important categories like AM/FM radio.

Question 7

Which of the following is a disadvantage of using television as a medium of advertising?

Accepted Answer

The answer of Which of the following is a disadvantage...

Question 8

is the development and delivery of specialized television programming for a particular audience.

Accepted Answer

Narrowcasting refers to the development and delivery of specialized television programming for a particular audience. Display advertising refers to the use of graphics or images in advertising, spot advertising refers to the placement of ads during commercial breaks, and channel grazing refers to the act of rapidly switching between channels on a television.

Question 9

Which of the following is true of syndicated television?

Accepted Answer

The answer of Which of the following is true of...

Question 10

Media research shows that there are 48,500,000 households watching TV during the time that the quasi-news show, Celebrity Newsertainment, is broadcast.The program attracts a total of 8,730,000 viewers.This means that the share of audience measure for the program is a(n) share.

Accepted Answer

The share of audience is calculated by dividing the number of viewers of the program by the total number of households watching TV at that time, then multiplying by 100. So, (8,730,000 / 48,500,000) * 100 = 18.

Question 11

Martha likes to view the programs that other channels are airing while an advertisement is being broadcast during her favorite sitcom.Which of the following is Martha demonstrating?

Accepted Answer

Martha is demonstrating channel grazing, which refers to the behavior of switching channels during commercial breaks to see what other channels are airing.

Question 12

A new animated comedy show, American Family, is being broadcast in Houston.A potential advertiser wants to know how popular the show is in Houston, as well as across the U.S.Research indicates that the show is being watched by 16,400,000 people nationwide.It also indicates that the show is being watched by 759,000 households each week in Houston's big­city market, which has 3,300,000 households with televisions.What is the program rating for American Family within the Houston market?

Accepted Answer

The program rating is the percentage of households with televisions that are watching the show. In Houston, there are 3,300,000 households with televisions, and 759,000 of them are watching American Family. So, the program rating is 759,000 / 3,300,000 * 100 = 23%.

Question 13

As a media class, television has many advantages.Narrowcasting is an example of which of the following advantages of television?

Accepted Answer

Narrowcasting refers to the ability of television to reach a highly targeted and specific audience. This is an example of audience selectivity, which is one of the main advantages of television as a media class. Cost-per-contact refers to the cost of reaching each member of the audience, repetition of ads refers to how often an ad is shown, and long-lasting message refers to the ability of an ad to stay in the audience's memory over time. While these are all advantages of television, they are not examples of narrowcasting.

Question 14

Research has found that 65 percent of a surveyed group of consumers felt that they were "constantly bombarded with too much advertising." This example demonstrates the disadvantage of that televisions have.

Accepted Answer

The statement about consumers feeling bombarded with too much advertising refers to clutter, which is the high level of competition and saturation of advertisements in a particular medium.

Question 15

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement?

Accepted Answer

Network television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement.

Question 16

When comparing the cost of radio and television advertising, which of the following is true?

Accepted Answer

Radio typically offers a lower absolute cost than television advertising, making it a more affordable option for businesses with limited budgets. While television may provide a lower cost-per-contact, the overall cost of production and airtime can be substantially higher. Additionally, unexpected production costs are more common with television advertising, as the visual aspect requires more resources and planning than radio. Option A is incorrect as it suggests that radio has a greater risk of unexpected production costs, which is not true. Option B is incorrect as it implies that television advertising is more cost-effective than radio advertising, which is not necessarily the case. Option D is incorrect as it is a generalization and not specific to radio and television advertising.

Question 17

The business head of a nationwide amusement park chain has asked the marketing director of the company to finalize this season's radio advertising plan and report back to him.The marketing director still needs to decide whether he should use local spot radio advertising or network radio advertising.How will his decision impact the company?

Accepted Answer

The marketing director's decision to use local spot radio advertising or network radio advertising will impact the company's target audience. If local spot radio advertising is used, the company can target well-defined geographic audiences. If network radio advertising is used, the company can target a nationwide audience.

Question 18

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media.Which of the following advantages does it have?

Accepted Answer

Television commercials have a low cost-per-contact because they can reach a large audience at once, making the cost per viewer relatively low compared to other media.

Question 19

A company sells exotic herbs and spices for cooking and wants to use television to reach a narrowly defined market of people interested in the culinary arts.The company would be best advised to use:

Accepted Answer

Cable television allows for more targeted advertising and the ability to reach a specific audience. This would be the best option to reach the narrowly defined market of people interested in the culinary arts. Local television may be too broad and not reach the specific target audience. Off-network and first-run syndicated television shows may not be related to the culinary arts and therefore not effective in reaching the target market.

Question 20

There are four categories of basic TV.They are:

Accepted Answer

Local, cable, syndicated, and network are the four categories of basic TV.

Quiz 13: Media Planning Newspapers Magazines Tv and Radio