Question 1

From a marketing perspective, television:
A)is single dimensional.
B)has few cable entities that attract advertisers.
C)has few broadcast entities that attract TV programming executives.
D)has individual segments that offer special characteristics for advertising and programming.
E)is skewed toward higher-income consumers.

Accepted Answer

Television has individual segments that offer special characteristics for advertising and programming, such as news, sports, entertainment, drama, and comedy. Advertisers can choose to target specific segments based on demographics, behavior, and interests, while programming executives can develop shows that appeal to certain segments and maximize ratings and revenue. The segmentation of television allows for niche marketing and creative content creation.

Question 2

Because advertisers schedule a package of spots in a number of programs and/or during specific dayparts, they determine the weight of the schedule by using:
A)frequency.
B)RPG.
C)ratings.
D)GRP.
E)reach.

Accepted Answer

GRP (Gross Rating Points) is used to determine the weight of the schedule, as it measures the total audience reach over a specified period of time. It takes into account both the program's ratings and the frequency of the spots aired during those programs.

Question 3

A principal merit of the GRP system is that:
A)it provides a common base that proportionately accommodates markets of different sizes.
B)it provides a variable base that proportionately accommodates markets of all sizes.
C)it provides a common base that proportionately accommodates markets of all sizes.
D)it provides a variable base that proportionately accommodates markets of different sizes.
E)it commonly provides a variable base that proportionately accommodates markets of a precise side.

Accepted Answer

The principal merit of the GRP system is that it provides a common base that proportionately accommodates markets of all sizes. This means that the GRP system can be used to compare the effectiveness of advertising campaigns in markets of different sizes. It provides a level playing field and allows advertisers to determine the reach and frequency of their campaigns in a consistent and standardized way.

Question 4

Television remains the primary medium for many advertisers because:
A)it controls outlandish creativity.
B)it has high household penetration.
C)it defines advertising formats.
D)it has increasingly eliminated much clutter.
E)it is less expensive than radio on a CPM basis.

Accepted Answer

Television has high household penetration, meaning that a large portion of the population has access to TVs and watches TV regularly. This makes it an attractive choice for advertisers who want to reach a large audience.

Question 5

Which of the following positive characteristics pertaining to television is inviting to advertisers?
A)national programming on a local basis
B)Local ownership facilitates placement of local advertising.
C)blending of various technologies that enhance advertising
D)uncomplicated syndication rights
E)Recent government mandates eliminate advertising and programming abuses.

Accepted Answer

Television has evolved to incorporate various technological advancements, such as interactive ads and product placements, that improve the effectiveness and engagement of advertising for viewers. These enhancements make television an attractive platform for advertisers.

Question 6

The primary business of television is the delivery of:
A)news.
B)entertainment.
C)educational programming.
D)audience.
E)aesthetic value.

Accepted Answer

The primary business of television is to deliver an audience to advertisers, as the revenue model for most television networks relies heavily on advertising income.

Question 7

The list of effects television programming has had on U.S. culture do NOT include:
A)creating fads, including hairstyles.
B)TV catchphrases becoming part of everyday language.
C)setting the political agenda.
D)advertising slogans entering the vocabulary.
E)having a positive impact on academic education.

Accepted Answer

The question specifically asks for effects that television programming has had on U.S. culture, and the option for television having a positive impact on academic education implies an effect on individuals rather than culture as a whole.

Question 8

The formula for gross rating points is:
A)R x F = GRP.
B)R + F = GRP.
C)R / F = GRP.
D)(R x F)/G = GRP.
E)R + F/S = GRP.

Accepted Answer

Gross Rating Points (GRP) is calculated by multiplying the reach (R) by the frequency (F) of the ad. This formula is used to measure the impact of an advertising campaign.

Question 9

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:
A)to choose how to allocate the time.
B)to choose to put all the advertising on one station.
C)to choose to divide all the advertising among all the stations.
D)to choose what yardstick should be used to decide.
E)to limit the GRP based on the CP.

Accepted Answer

The answer of Assuming advertisers select 100 to 150 per...

Question 10

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:
A)gross rating point.
B)cost per rating point.
C)rating point.
D)effectiveness percentage.
E)a cycle-cost percentage.

Accepted Answer

Cost per rating point (CPP) is used to estimate the cost of a particular schedule or spot by comparing the cost of an advertising campaign to its potential reach within the target audience.

Question 11

Any non-program material carried during or between TV shows is:
A)costly.
B)clutter.
C)an increase to ratings.
D)a tax deduction for the station.
E)a PSA.

Accepted Answer

Non-program material, also known as clutter, refers to ads, promos, and other miscellaneous content that is aired during or between TV shows. While it may generate revenue for the station, it can also be a source of irritation for viewers who may find it disrupts their viewing experience.

Question 12

Conglomerates such as Time Warner and Disney have an advantage in the new interactive environment because of their:
A)vertical integration and capital resources.
B)narrowband delivery.
C)fragmentation quotient.
D)unified selling message quotient.
E)brand expansion activities.

Accepted Answer

Conglomerates like Time Warner and Disney have an advantage in the new interactive environment because of their vertical integration, meaning they own various stages of the production and distribution chain, and their capital resources which allows them to invest in new technologies and content creation. This gives them more control over their products and services and enables them to adapt better to the changing market environment.

Question 13

Characteristics of the rating-point system do NOT include:
A)is a way for an advertiser to measure coverage based on the potential of the market.
B)is calculated usually as the program audience divided by total TV households.
C)is a percentage of individuals divided by a specific target segment rather than households.
D)is calculated usually as the total TV households divided by the number of individuals in it.
E)is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station.

Accepted Answer

The rating-point system is a way for an advertiser to measure coverage based on the potential of the market. It is calculated usually as the program audience divided by total TV households. It is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station.

Question 14

Before completely ruling out TV advertising because of costs, advertisers should consider:
A)if they need to reach huge numbers of people.
B)its low CPM costs and continuing commercial rate increases.
C)if they need to reach a narrowly defined consumer market.
D)if production costs for TV spots are bound to continue to decline.
E)if they wish to reach consumers who have advanced education degrees.

Accepted Answer

TV advertising is effective for reaching large audiences, making it suitable for advertisers needing to reach huge numbers of people.

Question 15

Limits related to using the GRP system include:
A)difficulty in making intermarket comparisons.
B)difficulty in identifying a program that appeals to a particular prospect.
C)difficulty indicating how ineffectively a broadcast schedule is actually performing.
D)difficulty indicating which day and timeslots are least costly.
E)difficulty in limiting intermarket comparisons.

Accepted Answer

GRP (Gross Rating Points) systems are designed to measure the reach and frequency of advertising within a specific market, making it difficult to compare performance across different markets.

Question 16

Which is NOT an advantage that TV offers advertisers?
A)It is popular with many market segments that are primary target markets for advertisers.
B)The TV message is short-lived, easily forgotten.
C)The move to digital provides more opportunities for advertising and programming.
D)The use of sound, motion, and color offers creative flexibility.
E)It is efficient for large advertisers to reach a mass audience.

Accepted Answer

The statement "The TV message is short-lived, easily forgotten" is a disadvantage of TV advertising, not an advantage.

Question 17

The basic audience-measurement statistic for television is:
A)GRP.
B)TiVo factor.
C)the rating point.
D)frequency.
E)share.

Accepted Answer

The rating point is the basic audience-measurement statistic for television. It represents the percentage of households or individuals tuned to a particular program out of the total number of households or individuals with access to the program. GRP (gross rating point) is a measure of the total reach of a series of advertisements across a specific audience, while TiVo factor is not a widely recognized or commonly used term in audience measurement. Frequency refers to the number of times an individual sees or hears an advertisement, and share represents the percentage of households or individuals tuned to a particular program out of the total number of households or individuals watching television at that time. However, neither of these are as basic as the rating point.

Question 18

Television network executives see this as the major challenge and greatest opportunity for television.
A)fragmentation of audiences
B)the Internet
C)federal regulations on content
D)cable systems' ability to show racier content
E)the DVR

Accepted Answer

The Internet is the major challenge and greatest opportunity for television because it has fragmented audiences and created new ways to watch TV.

Question 19

The average household viewing time is more than ________ hours per day.
A)four
B)six
C)eight
D)ten
E)twelve

Accepted Answer

According to recent surveys, the average household viewing time is around 8 hours per day. Therefore, the best choice is C.

Question 20

Indications that the future of TV should be bright include:
A)continuing dramatic changes and innovations.
B)viewing levels are stabilizing.
C)advertising cost has declined on a CPM basis.
D)decreased syndication of new programming.
E)it is becoming less intrusive in political agenda setting.

Accepted Answer

Continuing dramatic changes and innovations indicate that the future of TV should be bright as it shows that the industry is constantly evolving and adapting to new technologies and consumer preferences. This suggests that there will likely be opportunities for growth and development in the industry.

Quiz 8: Using Television

From a marketing perspective, television:

Because advertisers schedule a package of spots in a number of programs and/or during specific dayparts, they determine the weight of the schedule by using:

A principal merit of the GRP system is that:

Television remains the primary medium for many advertisers because:

Which of the following positive characteristics pertaining to television is inviting to advertisers?

The primary business of television is the delivery of:

The list of effects television programming has had on U.S. culture do NOT include:

The formula for gross rating points is:

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

Any non-program material carried during or between TV shows is:

Conglomerates such as Time Warner and Disney have an advantage in the new interactive environment because of their:

Characteristics of the rating-point system do NOT include:

Before completely ruling out TV advertising because of costs, advertisers should consider:

Limits related to using the GRP system include:

Which is NOT an advantage that TV offers advertisers?

The basic audience-measurement statistic for television is:

Television network executives see this as the major challenge and greatest opportunity for television.

The average household viewing time is more than ________ hours per day.

Indications that the future of TV should be bright include: