Question 1

Reliable information on the audiences for cable programs:

Accepted Answer

Traditional techniques rely on too small a sample to be statistically significant.

Question 2

Why is most network TV advertising sold on a participating basis?

Accepted Answer

It enables the advertiser to spread their budgets and avoid long-term commitments to any one program.

Question 3

In television,gross rating points (GRPs)represent the:

Accepted Answer

Gross rating points (GRPs)refers to the total audience delivery or weight of a specific media schedule.One rating point equals 1 percent of a particular market's population.

Question 4

"Baywatch" was a program that failed to attract a sufficient audience when programmed by NBC in 1989.NBC canceled the show after a single season.It then went into production for additional seasons in _____ syndication and has become enormously successful in international markets.

Accepted Answer

In off-network syndication,former popular network programs (reruns)are sold to individual stations for rebroadcast.

Question 5

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has chosen to advertise during "The Ellen DeGeneres Show",which is broadcast daily at 4:30 p.m.by the Virginia TV station.The restaurant is advertising during _____ time.

Accepted Answer

Early fringe is between 4:30 and 7:30 p.m.(Eastern and Pacific).

Question 6

_____ syndication involves original shows,like "Oprah","Inside Edition",and "Judge Judy",which are produced specifically for the syndication market.

Accepted Answer

First-run syndication involves original shows which are produced for specific syndication markets.

Question 7

A much-hyped rescue on "Lost",an all-star,and a host of blockbuster movies-of-the-week can only mean that the networks are using shameless stunts to get viewers to tune in.Broadcasters use the viewership numbers collected during four annual periods to set advertising rates for the rest of the year.In other words,_____ commonly co-occur when networks are trying to make themselves look attractive to advertisers.

Accepted Answer

Sweeps occur four times a year.They are the periods of the year in which Nielsen gathers audience rating data.

Question 8

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

Accepted Answer

The percentage of homes with sets in use (HUT)tuned to a specific program is called the audience share.

Question 9

Spot announcements:

Accepted Answer

Spot announcements run in clusters between programs.

Question 10

Infomercials:

Accepted Answer

Program-length advertisement (PLA),or infomercials,are long TV commercials that give consumers detailed information about a product or service.

Question 11

Nielsen Media Research:

Accepted Answer

In the United States,Nielsen Media Research is the major rating service for television.

Question 12

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

Accepted Answer

Rating = (4,000/24,000)* 100 percent

Question 13

Some advertisers avoid using network TV advertising because:

Accepted Answer

Network advertising requires planning and scheduling months in advance, which can be challenging for advertisers who want more flexibility and agility in their media planning.

Question 14

The top pharmaceutical product integrated into television shows during 2007 was Organon Pharmaceuticals' NuvaRing,a vaginal insert birth control device infused with slow-release hormones.Organon is one of the few companies that readily admit that it has budgeted money for its product to appear on TV programming.As a result of its strategy,NuvaRing's logo and the product has been seen or talked about on several primetime TV programs,including "Scrubs","Grey's Anatomy",and CBS's "King of Queens".This is an example of:

Accepted Answer

Product placement occurs when advertisers showcase their brands within television programming rather than during TV commercials.

Question 15

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

Accepted Answer

Barter syndication refers to first-run programs that are offered free or for a reduced rate to stations but come with some of the ad space presold to national advertisers.

Question 16

As the new television season unfolds,take note of the number of times your favorite character casually mentions a name-brand prescription drug.It will happen more than you think.During the first months of the 2007 television season,705 pharmaceuticals were cleverly woven into primetime plot lines.The manufacturers that owned these brands paid the television programs to feature their products.This is an example of:

Accepted Answer

Product placement occurs when advertisers showcase their brands within television programming rather than during TV commercials.

Question 17

Which of the following has become the largest source of programming in the United States?

Accepted Answer

Syndication has become the largest source of programming in the United States.

Question 18

A designated market area:

Accepted Answer

The Nielsen station index uses the term designated market areas (DMAs)for geographic areas (cities,counties)in which the local TV stations attract the most viewing.

Question 19

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

Accepted Answer

Households using TV (HUT)is the percentage of homes in a given area that have one or more TV sets tuned on at any particular time.If 1,000 TV sets are in the survey and 500 are tuned on,the HUT figure is 50 percent.

Question 20

Television viewing is highest during _____ time.

Accepted Answer

Prime runs from 7:00 p.m.to 10:00 p.m.Central Time or from 8:00 p.m.to 11:00 p.m.Eastern Time.

Quiz 12: Electronic Media: Television and Radio