Question 1

Nielsen Audio is in the process of attempting to get away from the paper-diary method of data collection by having people carry pager-like devices throughout the day.This data-collection method is called the _____.

Accepted Answer

The data-collection method mentioned in the question, where people carry pager-like devices throughout the day, is known as Portable People Meter (PPM). Therefore, the correct choice is E - portable people meter. The other answer options are either not relevant or do not accurately describe the data-collection method being discussed.

Question 2

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.)is known as ____ in television.

Accepted Answer

The period between 8 PM and 11 PM (or between 7 PM and 10 PM in some parts of the U.S.) is known as prime time in television. This is the time when the highest number of viewers tune in, and networks air their most popular and expensive programs.

Question 3

Which of the following is NOT a consideration that influences the choice of radio vehicle when buying radio time?

Accepted Answer

FCC approval is not a consideration that influences the choice of radio vehicle when buying radio time because it is a requirement that all radio stations must meet in order to legally operate. The other options listed (station format, geographic areas to cover, and choice of daypart) are important factors to consider when choosing which radio station to advertise on and during what time.

Question 4

Which of the following is a problem with magazine audience measurement?

Accepted Answer

Small sample sizes are a common problem with magazine audience measurement. The sample may not accurately represent the larger population, leading to skewed results. Other options listed are not directly related to audience measurement or do not pose significant challenges.

Question 5

A provider of local radio network ratings is _____.

Accepted Answer

Nielsen Audio is the main provider of local radio network ratings in the United States. Information Resources, Inc. and Experian Simmons provide consumer behavior insights and marketing data, while Statistical Research, Inc. specializes in social science research. GfK Mediamark Research Inc. provides media research and market intelligence.

Question 6

A provider of national radio network ratings is _____.

Accepted Answer

Nielsen Audio's RADAR is a provider of national radio network ratings. Bruzzone Research Company, Media Research, Inc., Experian Simmons, and GfK Mediamark Research are not known for providing national radio network ratings.

Question 7

A major development in recent years involves marketers of specific brands developing newsletters and magazines that focus on their brands,issues related to their brands,and the interests of brand purchasers.These are called _____.

Accepted Answer

The term that refers to newsletters and magazines developed by marketers of specific brands that focus on their brands and the interests of brand purchasers is "customized magazines." Therefore, choice C is the best option. The other choices are not specific enough or do not accurately describe this type of marketing tool.

Question 8

Which is the most expensive daypart for advertising on radio?

Accepted Answer

Morning and afternoon drive are the most popular time slots for radio listeners due to the high commuting traffic. This increased demand drives up the cost for advertising during these dayparts, making it the most expensive option.

Question 9

A limitation of radio advertising is _____.

Accepted Answer

The answer of A limitation of radio advertising is _____.
...

Question 10

Jack owns a chain of bookstores.He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience.Jack should use _____ advertising.

Accepted Answer

Radio advertising typically offers a lower cost per thousand compared to other media options like television, magazines, newspapers, and outdoor advertising. This makes it a cost-effective choice for businesses with limited advertising budgets aiming to reach their target audience efficiently.

Question 11

A strength of _____ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life persona of local personalities.

Accepted Answer

Radio advertising has the advantage of using the personalities of local radio hosts or personalities who typically have a strong and dedicated following among their listeners. This can be a valuable asset in building trust and a sense of familiarity with the advertised product or service.

Question 12

The two media that are most effective for reaching segmented audiences are ____.

Accepted Answer

Radio and magazine are most effective for reaching segmented audiences because both media can target specific demographics, interests, and locations, allowing for more personalized and relevant advertising.

Question 13

One of the primary purposes for brand marketers in creating customized magazines is to reach out to existing brand users and to create a bond that will result in increased levels of customer _____.

Accepted Answer

Customized magazines are created to strengthen the connection between the brand and its existing users. This result in creating brand loyalty and increased levels of repeat purchases from the customer.

Question 14

The best medium to leverage television advertising through the transfer of images is _____.

Accepted Answer

The answer of The best medium to leverage television advertising...

Question 15

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

Accepted Answer

High CPM is not a strength of radio as an advertising medium as it can be relatively expensive compared to other options such as digital advertising.

Question 16

The cost of network television advertising depends on _____.

Accepted Answer

The cost of network television advertising primarily depends on the time of day when an ad is aired, with prime time slots being more expensive due to higher viewership.

Question 17

A strength of radio advertising is _____.

Accepted Answer

All of these are correct. Radio advertising has the ability to reach segmented audiences, connect with listeners on a personal and intimate level, has a low cost per thousand impressions, and can have short lead-times for producing and airing ads.

Question 18

Bonnie needs information for local radio ratings.She would be able to get this information from _____.

Accepted Answer

Nielsen Audio is a well-known company that measures radio ratings and is a popular choice for companies and individuals who need information on ratings. The other options may also offer market research services, but Nielsen Audio is specifically known for its radio rating services.

Question 19

The period preceding and following prime time in television is known as _____.

Accepted Answer

The period before and after prime time in television is known as "fringe time," as it falls on the edge or periphery of the most highly-watched hours of the day. Options A, C, D, and E are either incorrect or do not specifically refer to this time period.

Question 20

Which of the following measures magazine readership?

Accepted Answer

GfK Mediamark Research Inc. measures magazine readership through surveys and data collection. Nielsen Audio measures radio audience, Media Research Inc. measures TV audience, Bruzzone Research Company is a marketing research firm, and National Advertising Association is a trade association for advertising agencies.

Quiz 12: Traditional Ad Media