Question 1

The WB assembled a group of affiliated independent television stations to which it supplied programming and other services.The WB is an example of a:

Accepted Answer

A)  syndicated station.
B)  superstation.
C)  television network.
D)  cable station.
E)  television station.F) C) and D)
G) B) and D)

Question 2

During ad breaks in TV programmes,some viewers change channels to avoid the commercials.This is known as:

Accepted Answer

A)  zipping.
B)  zapping.
C)  pulsing.
D)  time shifting.
E)  zooming.F) C) and E)
G) A) and B)

Question 3

Which of the following statements concerning advertising on cable television is true?

Accepted Answer

A)  Cable time can only be purchased on a national level.
B)  Cable time can be purchased on a national,regional,or local level.
C)  Spot cable advertising revenues have decreased dramatically over the past five years.
D)  Local cable systems provide advertisers with a great deal of research information on demographics,lifestyles,and viewership patterns.
E)  The initial popularity of cable television has passed,and network television is once again the more popular medium.F) D) and E)
G) B) and C)

Question 4

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

Accepted Answer

A)  satellite networks.
B)  local nets.
C)  affiliates.
D)  station reps.
E)  regional networks.F) A) and C)
G) C) and D)

Question 5

_____ provides local audience measurement for television.

Accepted Answer

A)  Nielsen Station Index
B)  RADAR
C)  Arbitron
D)  ADI
E)  Burke ResearchF) B) and D)
G) A) and D)

Question 6

Statistical Research's Inc.'s RADAR:

Accepted Answer

A)  cannot be used to estimate the audience for commercials on various programs.
B)  is sponsored by nine of the largest advertisers in the nation.
C)  primarily measures TV viewership for local TV stations.
D)  provides network audience measures,along with estimates of network audiences for all commercials.
E)  collects information and issues a new report every month.F) B) and D)
G) A) and D)

Question 7

Which of the following statements about off-network syndication is true?

Accepted Answer

A)  Off-network syndicated shows are an important source of quality programming for local stations.
B)  Off-network syndicated shows an insignificant source of revenue to the studios that produce them.
C)  Off-network syndicated shows are usually low-budget,low-quality programs.
D)  The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)  Off-network syndication refers to shows produced specifically for the syndication market.F) B) and E)
G) B) and D)

Question 8

Advertising on television to specialized audiences is known as _____ and has been made possible by ____.

Accepted Answer

A)  narrowcasting;network television
B)  broadcasting;cable television
C)  narrowcasting;cable television
D)  multiplexing;cable television
E)  broadcasting;zappingF) All of the above
G) A) and D)

Question 9

Which of the following statements is true?

Accepted Answer

A)  The diary system of measuring viewership is more accurate than people meters.
B)  It is impossible to track viewership for commercials.
C)  People meters only record what is being watched,not who is watching.
D)  Audimeters only record what is being watched,while people meters can also record who is watching.
E)  People meters are being replaced by audimeters.F) D) and E)
G) A) and E)

Question 10

Morning,daytime,prime time and late fringe are all examples of:

Accepted Answer

A)  television dayparts.
B)  designated market periods.
C)  types of syndication.
D)  run-of-station spots.
E)  up-front markets.F) A) and D)
G) B) and E)

Question 11

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

Accepted Answer

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)  The high costs of radio advertising result in lower reach and frequency.F) A) and B)
G) C) and D)

Question 12

Which of the following is true about zapping?

Accepted Answer

A)  Older adults engage in commercial zapping more often than teens.
B)  Women are more likely to zap commercials than men.
C)  Young adult females zap more than young adult males.
D)  Young adult males are the most likely to zap commercials than older adults.
E)  Older women are more likely to zap commercials than younger women.F) A) and B)
G) A) and C)

Question 13

For advertisers,the _____ is one disadvantage of cable television as compared to network television.

Accepted Answer

A)  lack of penetration
B)  lack of flexibility
C)  lack of selectivity
D)  cost-ineffectiveness
E)  limitations on the length of commercialsF) B) and D)
G) A) and C)

Question 14

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Accepted Answer

A)  Spot advertising does not allow national advertisers to adjust to local market conditions.
B)  Spot advertising cannot be used as part of their cooperative advertising programs.
C)  Spot advertising is easy to acquire since time is purchased from a number of local stations.
D)  There are more variations in the pricing policies of local stations than networks.
E)  Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.F) A) and D)
G) None of the above

Question 15

_____ are the various time periods or segments into which a broadcast day is divided.

Accepted Answer

A)  Adjacencies
B)  Participations
C)  Spots
D)  Dayparts
E)  HoursF) A) and D)
G) All of the above

Question 16

Joe's Garage,in Bayview,wants to advertise a special two-day promotional offer.Which of the following methods of advertising should the garage use?

Accepted Answer

A)  Regional
B)  Trade
C)  Retail
D)  Local
E)  NetworkF) C) and D)
G) A) and E)

Question 17

Which of the following statements is true about syndication?

Accepted Answer

A)  Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)  There is basically one form of syndicated programming.
C)  Syndication has become a major business that generates revenue comparable to the major networks.
D)  National advertisers rarely use syndicated programs.
E)  Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.F) C) and D)
G) A) and E)

Question 18

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market.This is referred to as:

Accepted Answer

A)  off-network syndication.
B)  First-run syndication.
C)  special-purpose syndication.
D)  network-supported syndication.
E)  reruns.F) None of the above
G) B) and C)

Question 19

Radio offers high levels of audience selectivity because of:

Accepted Answer

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.F) None of the above
G) D) and E)

Question 20

Which of the following statements is true about spot advertising?

Accepted Answer

A)  Spot advertising is mostly confined to station breaks between programs on network-originated shows.
B)  Only local advertisers use spot advertising.
C)  Spot advertising is subject to less clutter than network advertising.
D)  Spot advertising is easier to buy than advertising on national networks.
E)  Spot advertising does not allow advertisers to adjust to local market conditions.F) A) and E)
G) A) and D)

Exam 9: Evaluation of Media: Television and Radio

During ad breaks in TV programmes,some viewers change channels to avoid the commercials.This is known as:

Correct AnswerverifiedShow Answer

Which of the following is true about zapping?

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Joe's Garage,in Bayview,wants to advertise a special two-day promotional offer.Which of the following methods of advertising should the garage use?

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WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

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

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Morning,daytime,prime time and late fringe are all examples of:

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Which of the following statements is true about syndication?

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Which of the following statements about off-network syndication is true?

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The WB assembled a group of affiliated independent television stations to which it supplied programming and other services.The WB is an example of a:

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For advertisers,the _____ is one disadvantage of cable television as compared to network television.

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Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Correct AnswerverifiedShow Answer

Statistical Research's Inc.'s RADAR:

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Which of the following statements is true?

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_____ provides local audience measurement for television.

Correct AnswerverifiedShow Answer

Advertising on television to specialized audiences is known as _____ and has been made possible by ____.

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Which of the following statements is true about spot advertising?

Correct AnswerverifiedShow Answer

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market.This is referred to as:

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Radio offers high levels of audience selectivity because of:

Correct AnswerverifiedShow Answer

_____ are the various time periods or segments into which a broadcast day is divided.

Correct AnswerverifiedShow Answer

Which of the following statements concerning advertising on cable television is true?

Correct AnswerverifiedShow Answer

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Advertising on television to specialized audiences is known as _ and has been made possible by .

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