Question 1

Which of the following statements is true?

Accepted Answer

Audimeters only record what is being watched, while people meters can also record who is watching.

Question 2

A major threat to conventional broadcast radio is:

Accepted Answer

The emergence of satellite radio, such as SiriusXM, has greatly impacted conventional broadcast radio by offering commercial-free programming, wider variety of channels, and national coverage. This has led to a shift in the listening habits of some consumers who are willing to pay for the added benefits of satellite radio.

Question 3

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

Accepted Answer

Advertisers use the image transfer process in radio advertising to reinforce the video messages that consumers have seen on television, helping to create a consistent brand image across different media.

Question 4

The Nielsen Station Index (NSI)refers to local television markets as:

Accepted Answer

The correct term for local television markets used by the Nielsen Station Index is "designated market areas" (DMAs). This is a term used by Nielsen to group together counties or cities that share common television broadcasting. "Areas of dominant influence" and "metropolitan rating areas" are not correct terms used by the Nielsen Station Index. "Local markets" and "geodemographic areas" are too general and do not specifically refer to television broadcasting.

Question 5

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 as the best alternative?

Accepted Answer

Local radio is the best choice for reaching a well-defined target audience in a local market area due to its affordability, flexibility, and ability to reach a specific demographic. With a limited budget, it may be difficult to afford network television or national advertising, and syndication and superstations may not offer the same level of local focus. Local radio offers the ability to target specific geographic areas and demographic groups, making it an effective choice for reaching a local target audience.

Question 6

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

Accepted Answer

Radio has become primarily a local advertising medium, as it reaches a geographically defined audience and offers targeted reach to specific regions. Network advertising accounts for only about 10 percent of radio revenue. While radio's revenue growth has been relatively flat in recent years, it has not been declining consistently over the past 20 years. Production costs for radio ads are generally low, making it an attractive option for many advertisers. The costs associated with radio advertising do not necessarily result in lower reach and frequency, as radio reaches a wide audience and can be an effective means of building frequency over time.

Question 7

Today,the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom.This device is called a(n):

Accepted Answer

The Nielsen Television Index uses an electronic device known as a "people meter" to measure and provide weekly estimates of network and major cable viewing audiences on a national level. The people meter is a device that is installed in households and tracks what is being watched on television and by whom. It is not an audiometer, electronic diary, market survey, or focus group.

Question 8

Which of the following statements describes a limitation associated with the use 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 marketers to reach their target audience efficiently.

Question 9

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

Accepted Answer

Mountain Dew is capitalizing on integrated marketing opportunities by using radio broadcasts to enhance its presence at live events, allowing for direct interaction with consumers through sampling and giveaways.

Question 10

In 2006,Nielsen Media Research introduced a new media rating system,A2/M2,or:

Accepted Answer

A2/M2 stands for Anytime Anywhere Media Measurement, which is a media rating system introduced by Nielsen Media Research in 2006.

Question 11

The audio portion of a television commercial is often implanted into the radio spot for the same product.This is known as:

Accepted Answer

Image transfer refers to the process of using the audio or visual elements from one medium to promote a product or service in another medium. In this case, the audio from a television commercial is transferred to a radio spot, allowing the brand to maintain consistency in its advertising campaign across different platforms.

Question 12

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Accepted Answer

The relatively low cost of radio advertising time makes it an effective medium for building reach and frequency into media schedules. This means that advertisers can reach a large number of people frequently without breaking the bank. Option A, absolute cost, is not the best choice as it does not fully explain how radio advertising time can be effective. Option C, inherent drama, and option E, spectaculars, are not relevant to the question at hand. Option D, audience selectivity, is not as strong of an answer as it does not fully explain the benefit of the low cost of radio advertising time.

Question 13

The ratings periods during which viewing audiences in every television market are measured by Nielsen are known as:

Accepted Answer

The term "sweeps" refers to the periods in which Nielsen conducts its most intense audience measurement. This term is used in the industry to refer to the specific months when Nielsen collects data on local television markets. During sweeps, Nielsen collects data on audience demographics and viewing habits, which is used to determine ratings and advertising rates.

Question 14

Radio has survived as an advertising medium by:

Accepted Answer

Radio has evolved into a primarily local advertising medium by providing targeted advertising options for businesses to reach specific local audiences. National advertising is also available, but the focus is on reaching the local market.

Question 15

Radio offers high levels of audience selectivity because of:

Accepted Answer

Radio stations offer a wide variety of program formats such as music, news, talk shows, and sports, which allows advertisers to target specific demographics or psychographics. This creates high levels of audience selectivity. The other options (B, C, D, and E) do not accurately explain why radio offers high levels of audience selectivity.

Question 16

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 will hold true?

Accepted Answer

Given the limited budget, local radio advertising would be a cost-effective option as it can reach travelers in their cars and is low-cost. Network television advertising and TV advertising, in general, are often too costly for a small business like a motel chain. Radio commercials may be cheap to produce, but buying airtime is often more expensive.

Question 17

Compared to television,radio has:

Accepted Answer

Radio often has more of a local flavor because many radio stations cater to local audiences and provide content that is relevant to the local community, unlike television which often has a broader, national focus.

Question 18

Nielsen Media Research's A2/M2 system measures ____,the focused mental and emotional connection between a consumer,a media vehicle,and a brand's message.

Accepted Answer

The A2/M2 system by Nielsen Media Research measures engagement, which refers to the level of active involvement and connection between a consumer, a media vehicle, and a brand's message.

Question 19

Which of the following statements is true about program ratings and share of audience measures?

Accepted Answer

Share of audience measures the percentage of households tuned into a particular program out of all households that have their sets in use. Program ratings, on the other hand, take into account all households, including those with their sets turned off. Therefore, share of audience is always potentially higher than the program rating unless all households have their sets in use.

Question 20

_____ provides local audience measurement for television.

Accepted Answer

Nielsen Station Index provides local audience measurement for television. RADAR is used for national radio audience measurement, Arbitron is now part of Nielsen and also measures personal media consumption habits, ADI (Area of Dominant Influence) is a geographic region used for determining local television markets, and Burke Research specializes in market research and consumer insights.

Quiz 9: Evaluation of Media: Television and Radio