Question 1

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?
A)The production of radio advertising is expensive.
B)The absence of clutter means radio advertising tends to be very uncreative.
C)Individual radio stations trying to sell to an advertiser can often cause information overload.
D)The high number of stations in most markets means there is a great deal of audience fragmentation.
E)All of the above are limitations of radio as an advertising medium.

Accepted Answer

The high number of stations in most markets means there is a great deal of audience fragmentation, making it difficult for advertisers to reach specific target audiences effectively.

Question 2

Radio is a very effective medium for reaching:
A)teenagers and college students
B)non-English-speaking ethnic groups
C)infrequent television viewers
D)infrequent readers of magazines and newspapers
E)all of the above

Accepted Answer

Radio is a versatile medium that can reach a wide range of audience demographics, including teenagers and college students, non-English-speaking ethnic groups, infrequent television viewers, and infrequent readers of magazines and newspapers. The audio format of radio can also be convenient for multitasking listeners such as commuters, making it a valuable advertising medium.

Question 3

Compared to television,radio has:
A)fewer segmentation opportunities
B)longer buyer lead times for preparing and placing ads
C)greater reach and lower frequency opportunities with individual stations
D)more national network advertising
E)more of a local flavor

Accepted Answer

The answer of Compared to television,radio has:
A)fewer segmentation opportunities
B)longer buyer...

Question 4

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area.Which of the following would you recommend?
A)network television
B)network radio
C)superstations
D)local radio
E)any of the above

Accepted Answer

Local radio would be the best choice for an advertiser with a limited budget who wants to reach a well-defined target audience in a local market area. Local radio stations typically have a lower advertising cost compared to network television and superstations, and they can provide a targeted reach to the local community. Network television and superstations may be too broad for a well-defined target audience and may not fit within the advertiser's limited budget.

Question 5

Radio offers high levels of audience selectivity because of:
A)the wide variety of program formats offered by different stations
B)the broadcast overlap of local radio stations
C)the transmission capability of the various stations
D)its low cost
E)image transfer capabilities

Accepted Answer

The wide variety of program formats offered by different stations allows listeners to choose stations that fit their personal interests and demographic characteristics, making radio a highly selective medium.

Question 6

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?
A)Many car radio listeners change stations during commercials breaks.
B)Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter.
C)There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences.
D)The high number of stations in most markets means there is a great deal of audience fragmentation.
E)All of the above are limitations of radio as an advertising medium.

Accepted Answer

All of the statements are limitations associated with the use of radio as an advertising medium. Many car radio listeners change stations during commercials breaks, resulting in lower reach and frequency. Radio stations carry a significant amount of commercials resulting in high clutter. Most radio stations cannot fund detailed studies of their audiences or research data, resulting in limited insight into target audience behavior. Additionally, the high number of stations in most markets can lead to audience fragmentation, which can make it challenging to reach a specific audience.

Question 7

Which of the following statements about radio as an advertising medium is true?
A)Almost 50 percent of all radio revenue comes from network advertising.
B)Radio has evolved into primarily a local advertising medium.
C)Radio advertising revenue has been steadily declining for the last 20 years.
D)One of the main weaknesses of radio as an advertising medium is the high production costs.
E)All of the above statements about radio as an advertising medium are true.

Accepted Answer

Radio advertising has evolved into primarily a local advertising medium with a focus on reaching listeners in specific geographic regions. While network advertising still makes up a large portion of revenue for some radio stations, the shift towards local advertising has been a significant trend in the industry. The other statements are not entirely accurate.

Question 8

The heaviest users of radio as an advertising medium are:
A)national service providers
B)local advertisers
C)national retail chains
D)national consumer-products manufacturers and distributors
E)tobacco and alcohol advertisers

Accepted Answer

The answer of The heaviest users of radio as an...

Question 9

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following reasons explain why you would want to use local radio?
A)Local radio reaches travelers in their car and is low cost.
B)Local radio has a short lead time and the capability to produce inherent drama.
C)Local radio allows you to use an aggregated marketing strategy for very little money.
D)There is no overlap with local radio stations.
E)Local radio is a flexible medium that has short lead times.

Accepted Answer

The answer of Imagine you have inherited a small motel...

Question 10

Which of the following is NOT an example of a daypart for radio?
A)morning drive time
B)prime-time
C)over night
D)daytime
E)nighttime

Accepted Answer

Prime-time typically refers to television programming, not radio.

Question 11

Which of the following does NOT limit radio's effectiveness as an advertising medium?
A)limited research data on listening audiences
B)difficulty in retaining listener attention to commercials
C)chaotic buying procedures when using radio on a nationwide basis
D)flexibility in producing and scheduling commercials
E)creative limitations because of the absence of a visual image

Accepted Answer

Flexibility in producing and scheduling commercials is actually an advantage of radio as an advertising medium, rather than a limitation. The other options listed can be limiting factors for radio advertising.

Question 12

"Commercial-free" blocks of music are popular with many radio stations and contribute to:
A)a plethora of distinctive formats
B)a lack of feedback
C)the absence of dyadic communications
D)the inability of radio to support integrated marketing communications
E)clutter problems

Accepted Answer

Commercial-free blocks of music can lead to clutter problems as they may result in a dense and continuous stream of content without breaks, making it harder for listeners to process and remember individual pieces of information.

Question 13

Why do advertisers use the image transfer process in radio advertising?
A)to take advantage of vivid musical messages to create images in the mind of radio listeners
B)to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign
C)to transfer the image created by a radio commercial to the point-of purchase
D)to transfer the image of celebrities to the advertised brand
E)to create brand loyalty through the use of multisensory imaging

Accepted Answer

Advertisers use the image transfer process in radio advertising to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign. This helps in reinforcing the brand message by leveraging the established visual imagery from TV ads.

Question 14

The largest radio audiences occur during which of the following dayparts?
A)morning drive time and evening drive time
B)daytime and late evening
C)evening drive time and daytime
D)nighttime and morning drive time
E)all night and daytime

Accepted Answer

Morning and evening drive times are typically when people are commuting to and from work, which is when many people listen to the radio. Therefore, these dayparts tend to have the largest radio audiences.

Question 15

Which of the following is NOT an advantage of radio as an advertising medium?
A)low cost
B)audience selectivity
C)flexibility
D)listener fragmentation
E)great number of integrated marketing opportunities

Accepted Answer

Listener fragmentation refers to the fact that radio audiences are often spread out and difficult to target effectively. This is a disadvantage of radio as an advertising medium, not an advantage. The other options, including low cost, audience selectivity, flexibility, and integrated marketing opportunities, are all advantages of radio advertising.

Question 16

Mountain Dew often sponsors live radio broadcasts at beaches,sporting events,and festivals in which it sets up booths for sampling and giveaways.This is an example of how Mountain Dew is capitalizing on which advantage offered by radio?
A)low relative costs
B)integrated marketing opportunities
C)mental imagery
D)geographic selectivity
E)flexibility

Accepted Answer

By sponsoring live radio broadcasts and setting up booths for sampling and giveaways at various events, Mountain Dew is taking advantage of integrated marketing opportunities. This strategy allows them to reach their target audience in a more immersive and experiential way, and also helps to reinforce their brand message through multiple touchpoints.

Question 17

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?
A)to increase audience fragmentation
B)to cut its real costs
C)to increase its appeal to national advertisers
D)to bypass problems with clutter
E)to do none of the above

Accepted Answer

By airing a nationally syndicated program like Rush Limbaugh, a local radio station can increase its appeal to national advertisers who are interested in reaching a larger audience across multiple markets. This can bring in more revenue for the station.

Question 18

When the video portion of a television commercial is implanted into a radio spot this is known as:
A)positioning
B)image transfer
C)visualization
D)flexibility
E)narrowcasting

Accepted Answer

Image transfer refers to the process of taking the video portion of a television commercial and using it in a radio spot. This allows the brand to transfer the visual elements of their TV ad to a radio ad, creating a more familiar and cohesive brand image for consumers.

Question 19

A major threat to conventional broadcast radio is:
A)the emergence of satellite radio
B)low-powered local radio broadcasting
C)the creation of communications cartels
D)the fact consumers prefer to pay a subscription fee for their radio
E)the ability to zip and zap radio commercials

Accepted Answer

Satellite radio provides consumers with a wider range of programming options, without any geographical constraints, while conventional radio is limited by broadcast range and often subject to government regulations. This makes it a major threat to the survival of conventional broadcast radio.

Question 20

What do Westwood One,ABC,and Premier have in common?
A)They all operate DBS services.
B)They are currently the three major national radio networks.
C)They are developing electronic devices for measuring radio audience listenership.
D)Together they own more than three-fourths of the world's radio stations.
E)They are the three media specialist groups that buy block radio time.

Accepted Answer

Westwood One, ABC, and Premier are all major national radio networks. They do not operate DBS services, develop electronic audience measurement devices or own a significant portion of the world's radio stations, nor are they media specialist groups that buy block radio time.

Quiz 11: Evaluation of Broadcast Media

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Radio is a very effective medium for reaching:

Compared to television,radio has:

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area.Which of the following would you recommend?

Radio offers high levels of audience selectivity because of:

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Which of the following statements about radio as an advertising medium is true?

The heaviest users of radio as an advertising medium are:

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following reasons explain why you would want to use local radio?

Which of the following is NOT an example of a daypart for radio?

Which of the following does NOT limit radio's effectiveness as an advertising medium?

"Commercial-free" blocks of music are popular with many radio stations and contribute to:

Why do advertisers use the image transfer process in radio advertising?

The largest radio audiences occur during which of the following dayparts?

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

Mountain Dew often sponsors live radio broadcasts at beaches,sporting events,and festivals in which it sets up booths for sampling and giveaways.This is an example of how Mountain Dew is capitalizing on which advantage offered by radio?

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

When the video portion of a television commercial is implanted into a radio spot this is known as:

A major threat to conventional broadcast radio is:

What do Westwood One,ABC,and Premier have in common?