Question 1

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

Accepted Answer

Television has the ability to reach large audiences in a relatively cost-efficient manner, making it a popular advertising medium for companies selling products and services that are consumed by mass markets. While it may not have a low absolute cost or high geographic selectivity, it is still a powerful medium for reaching a wide audience. It can also be challenging to develop creative television advertising, and the problem of commercial advertising clutter still exists on television.

Question 2

Which of the following factors makes it difficult for small-size advertisers to use television as part of their media mix?

Accepted Answer

The high costs of producing and airing television commercials can be a significant barrier for small-size advertisers who have limited budgets. Television advertising requires a significant investment in production, media buying, and airing costs. As a result, small advertisers often have to rely on other forms of media that are more affordable, such as social media or outdoor advertising.

Question 3

Which of the following is true of television as an advertising medium?

Accepted Answer

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

Question 4

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

Accepted Answer

Zipping is the term used to describe the action of fast-forwarding through commercials on prerecorded programs, such as those on a DVR.

Question 5

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

Accepted Answer

Advertisers turned to shorter spots as a way of controlling their media costs, which led to commercials becoming shorter.

Question 6

All stations strictly adhere to rate cards and the rates published in SRDS.

Accepted Answer

Stations often negotiate rates based on various factors such as volume, timing, and market conditions, meaning they do not always strictly adhere to the rates published in SRDS (Standard Rate and Data Service).

Question 7

RADAR measurements are based on information collected throughout the year by means of diary interviews.

Accepted Answer

RADAR measurements are indeed based on information collected throughout the year by means of diary interviews from a probability sample of 200,000 respondents age 12 and older who live in telephone households. The respondents are instructed to record all radio listening as well as the day of the week, time of day, and location for a one-week period.

Question 8

Advertisers can prevent consumers from zapping commercials by

Accepted Answer

By producing meaningful and engaging commercials, advertisers can hold the attention of viewers and prevent them from turning the channel during commercial breaks. This can make the viewer more likely to remember the brand and consider purchasing the product in the future.

Question 9

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

Accepted Answer

The statement is true. The AQH RTG is a common measure of radio audience size and is calculated as the average number of people listening to a station during any given 15-minute period, divided by the total population of the survey area, then expressed as a percentage.

Question 10

TV is a popular medium among companies selling mass-consumption products because of

Accepted Answer

TV has the ability to reach large audiences in a cost-efficient manner, making it a popular medium for companies selling mass-consumption products.

Question 11

Nielsen-owned RADAR National Network Ratings uses measurements from a probability sample of 200,000 respondents age 12 and older who live in telephone households.

Accepted Answer

RADAR National Network Ratings uses measurement from a probability sample of 200,000 respondents in telephone households, as stated in the sentence.

Question 12

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them later.Donna engages in

Accepted Answer

Zipping refers to the practice of fast-forwarding through commercials on recorded programs.

Question 13

Rick likes to watch two television programs that air at the same time on different channels.He simultaneously watches both programs by switching channels during commercial breaks.In this scenario, Rick is engaging in

Accepted Answer

Rick's behavior is described as switching channels during commercial breaks, which is commonly referred to as "zapping". Zapping is a term used to describe the practice of changing channels frequently, typically during commercial breaks, in order to avoid watching advertisements. Therefore, the best choice is E, zapping. The other choices are not applicable to the scenario described.

Question 14

An art gallery in a small town is hosting an "outsider artist" sale and wishes to invite people from the area to attend and buy the pieces made by artists based in the nearby locality.However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of

Accepted Answer

The issue here is that the television station's reach extends beyond the targeted geographic location. This lack of geographic selectivity makes it difficult to effectively promote the event to those who are actually in the nearby area.

Question 15

Which of the following statements about commercial length is true?

Accepted Answer

Increasing media costs have led to advertisers preferring shorter commercials as they are more cost-effective. However, there is no evidence to support the other statements. 15-second spots may be common, but there is no evidence to suggest they are the most common. Most advertisers do not believe that shorter commercials are less effective than longer ones, and there is no evidence to support the claim that 15-second spots sell for the same amount as 30-second spots or that they are being converted to 5-second split commercials.

Question 16

Which of the following is true about zapping?

Accepted Answer

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

Question 17

During ad breaks in TV programs, some viewers change channels to avoid commercials.This practice is known as

Accepted Answer

The practice of changing channels during ad breaks in TV programs to avoid commercials is known as zapping.

Question 18

Which of the following is an inherent disadvantage of television advertising?

Accepted Answer

Television advertising messages have a fleeting nature, meaning they only last for a short time and viewers may not retain the information as well as they would from other mediums.

Question 19

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

Accepted Answer

The statement is correct. The AQH RTG is a commonly used measure in radio audience ratings.

Question 20

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement.This could be due to:

Accepted Answer

Commercial clutter refers to the large number of advertising messages that consumers are exposed to and can result in lower recall and attention for individual advertisements.

Quiz 11: Evaluation of Media: Television and Radio

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

Which of the following factors makes it difficult for small-size advertisers to use television as part of their media mix?

Which of the following is true of television as an advertising medium?

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

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

All stations strictly adhere to rate cards and the rates published in SRDS.

RADAR measurements are based on information collected throughout the year by means of diary interviews.

Advertisers can prevent consumers from zapping commercials by

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

TV is a popular medium among companies selling mass-consumption products because of

Nielsen-owned RADAR National Network Ratings uses measurements from a probability sample of 200,000 respondents age 12 and older who live in telephone households.

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them later.Donna engages in

Rick likes to watch two television programs that air at the same time on different channels.He simultaneously watches both programs by switching channels during commercial breaks.In this scenario, Rick is engaging in

Which of the following statements about commercial length is true?

Which of the following is true about zapping?

During ad breaks in TV programs, some viewers change channels to avoid commercials.This practice is known as

Which of the following is an inherent disadvantage of television advertising?

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement.This could be due to: