Question 1

When buying radio time, advertisers usually buy the station's:

Accepted Answer

Advertisers usually buy radio time based on the station's format, which refers to the type of music or programming the station plays. This is because they want to reach a specific target audience that is likely to listen to that format, and therefore, be more receptive to their advertising message. For example, if an advertiser wants to target young adults, they might buy time on a pop or rock station, while if they want to reach an older demographic, they might buy time on a news or talk radio station.

Question 2

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of Coach's Corner, a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 15-second spot costs $600. What is the cost per thousand (CPM)?

Accepted Answer

To calculate the CPM, we use the following formula: CPM = (Cost of ad / Audience reached) x 1000. 
The cost of a 15-second spot is $600, and the audience reached is 12,000. 
CPM = (600 / 12,000) x 1000 = $50. 
Therefore, the CPM is $50. The best choice is C.

Question 3

Radio stations base the rates they charge their advertisers on:

Accepted Answer

The answer of Radio stations base the rates they charge...

Question 4

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a:

Accepted Answer

The answer of An advertiser that wanted to make certain...

Question 5

_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period.

Accepted Answer

AQH persons (Average Quarter Hour Persons) refers to the average number of people listening to a specific station for at least five minutes during a 15-minute period.

Question 6

To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means:

Accepted Answer

ROS stands for run-of-station, which means that the ads will be placed at various times throughout the day without a specific time slot selection. This allows for lower rates as the radio station has more flexibility in placing the ads.

Question 7

In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share?

Accepted Answer

The average quarter-hour share for WLCN is calculated by dividing its average quarter-hour listenership (6,800) by the total listening audience in Lincoln (35,600) and then multiplying by 100 to get the percentage: (6,800 / 35,600) * 100 = 19.1 percent.

Question 8

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its:

Accepted Answer

The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as cume persons. Option A (total audience participation/TAP) is not a common industry term. Option B (duplicated audience) refers to the number of people who listen to a radio station at different times during the day, therefore it is not relevant to a single reported daypart. Option C (AQH persons) refers to the average number of people who listen to a radio station for at least five minutes within a given hour, not within a reported daypart. Option E (GRP) refers to the total advertising impact of a media buy and is not a measure of audience size.

Question 9

Which of the following best explains why an advertiser would choose radio advertising over other available media?

Accepted Answer

Radio production is often less expensive than other forms of advertising, making it an appealing option for advertisers who are working with a limited budget.

Question 10

If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has:

Accepted Answer

Cume rating refers to the total number of different people who tune in to a particular radio station over a given period of time. Therefore, if a station has a high cume rating, it means that it has many different people tuning in, making option B the correct answer. The other options may or may not be true of a radio station with a high cume rating.

Question 11

What is a strong indicator of the best time to run a radio ad?

Accepted Answer

AQH (average quarter-hour) is a strong indicator of the best time to run a radio ad. AQH measures the number of listeners tuned in during a specific quarter-hour period, and advertisers can use this data to understand when their target audience is most likely to be listening. This can help them determine the optimal time to air their radio ad. ROS (run of station) refers to ads that run at any time throughout the day, TAP (total audience plan) and GRP (gross rating points) both measure the overall reach and frequency of an advertising campaign, and CPM (cost per thousand) measures the cost of reaching 1,000 listeners or viewers. While these metrics are important in advertising, they do not provide specific insights into the best time to run a radio ad.

Question 12

Most large advertisers use ad agencies or media-buying services to buy TV time because:

Accepted Answer

The process of buying TV time is complex and time consuming, which is why most large advertisers use ad agencies or media-buying services to handle the task. These agencies have the expertise and resources to navigate the complexities of the TV advertising landscape and negotiate the best deals for their clients.

Question 13

The primary benefits of advertising on the radio are:

Accepted Answer

Advertising on the radio offers high reach and frequency, selectivity, and cost efficiency. This means that you can reach a large audience multiple times with targeted messages, all while being cost-effective.

Question 14

The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KAOW are 9,900 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?

Accepted Answer

To calculate the GRPs, we need to first find the reach of the ad campaign.
The total reach of the community is 48,000 residents.
Assuming that each person listens to the radio for at least 15 minutes (one quarter hour), the total potential quarter-hour persons reached by KAOW is 48,000 x 1 = 48,000.
Therefore, the reach of the ad campaign is (9,900/48,000) x 100 = 20.625%.
To calculate the GRPs, we multiply the reach percentage by the number of spots and get:
GRP = Reach x Frequency = 20.625% x 20 = 412.5 GRPs.

Question 15

Why would radio be a poor advertising medium for a fabric store trying to increase its market by carrying a new line of brightly-colored upholstery fabric?

Accepted Answer

Radio, being an audio-only medium, cannot convey the visual appeal of brightly-colored upholstery fabric, which is crucial for attracting customers to a new line of products based on their visual characteristics.

Question 16

Which of the following statements about the use of radio in IMC is most likely true?

Accepted Answer

Radio enables advertisers to maintain strategic consistency because it allows for repetition and frequency of messages, helping to reinforce a brand's image and message. Additionally, radio can reach a wide audience and can be targeted to specific demographics or geographic regions. While radio may be a passive medium, it still has the potential to create strong brand recognition and drive sales. The other options are not true or are overly generalizing.

Question 17

The owner of Nelson Car Repair wants to advertise on its local radio station WTFT. The community in which the station is located has 60,000 residents. The average quarter-hour persons for WTFT is 14,000 and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve?

Accepted Answer

To calculate the GRPs, we need to multiply the average quarter-hour persons (AQH) by the number of spots and divide by the population of the area:

GRPs = (AQH x Spots) / Population

GRPs = (14,000 x 15) / 60,000

GRPs = 350

Therefore, the plan would achieve 350 GRPs. Option C is correct.

Question 18

A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience, and a 30-second spot costs $700. What is the cost per rating point (CPP)?

Accepted Answer

To calculate the CPP, we need to divide the cost of the commercial by the program's rating.

CPP = Cost of Commercial / Rating

The cost of the commercial is given as $700, and the rating is given as 20.

CPP = $700 / 20 = $35

Therefore, the cost per rating point (CPP) for this TV program is $35. Option C is the correct answer.

Question 19

The local Advance Auto Parts retailer agreed to advertise during the live broadcast of a local parade. Due to equipment problems, the parade was not televised, and the station showed an old episode of 7^th Heaven instead. Because of its advertising agreement with the network, Advance Auto Parts would most likely receive a(n) _____ to compensate for the lower ratings than expected.

Accepted Answer

A makegood is a compensation offered by the network to make up for an under-delivery of audience ratings or for an ad not being shown as agreed upon in the contract. In this case, since the parade was not televised, the ratings would be lower than expected, and Advance Auto Parts would receive a makegood from the network.

Question 20

A preemption rate will only save an advertiser money if:

Accepted Answer

A preemption rate allows advertisers to pay a lower rate for advertising time that is not sold at the regular rate. This can only save an advertiser money if there is low demand for advertising time, which is indicated by preemption. Therefore, option D is the correct choice. Option A is incorrect because a small supply of advertising time would likely increase demand and therefore make preemption less likely. Option B is irrelevant since the economy does not determine the demand for advertising time. Options C and E refer to discounts unrelated to preemption rates.

Quiz 11: Broadcast, Cable, and Satellite Media: Television and Radio