Question 1

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Accepted Answer

A)  Interconnects
B)  Adjacencies
C)  Affiliate programs
D)  Participation programs
E)  Syndicated programsF) C) and D)
G) A) and E)

Question 2

An art gallery in a small town is hosting an "outsider artist" sale and wishes to invite people from the area to attend and buy the pieces made by artists based in the nearby locality. However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of:

Accepted Answer

A)  clutter control.
B)  noise filters.
C)  audience measures.
D)  geographic selectivity.
E)  zipping capabilities.F) A) and C)
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 extensive research information on demographics, lifestyles, and viewership patterns.
E)  Cable networks discourage the purpose of marketers to reach large number of viewers across the country with a single media buy.F) B) and D)
G) A) and E)

Question 4

Radio has evolved into a primarily local advertising medium.

Accepted Answer

A) True 
 B)False

Question 5

In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle Cosmetics, bought a commercial spot before the new season of Master Quiz began. With respect to the given scenario, Bedazzle Cosmetics bought the commercial space during the _____ market.

Accepted Answer

A)  up-front
B)  continual
C)  scatter
D)  zipping
E)  spotF) A) and E)
G) B) and E)

Question 6

The price for commercial time charged by a television network is largely a function of a program's:

Accepted Answer

A)  average frequency.
B)  commercial clutter competence.
C)  audience size and composition.
D)  zipping and zapping effect.
E)  comprehensive layout.F) B) and D)
G) All of the above

Question 7

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

Accepted Answer

A)  Network advertising
B)  Spot advertising
C)  Regional advertising
D)  Syndicated advertising
E)  Rep advertisingF) A) and E)
G) A) and C)

Question 8

The first-run syndication market does not include shows that did not make it as network shows.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements about commercial length is true?

Accepted Answer

A)  Fifteen-second spots are the most common commercial length.
B)  Increasing media costs have resulted in advertisers preferring shorter commercials.
C)  Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials.
D)  Fifteen-second spots typically sell for about the same amount as 30-second spots.
E)  Most 15 second commercials are being converted to 5 second commercials that are known as split commercials.F) B) and C)
G) A) and B)

Question 10

Radio often provides advertisers with a very receptive environment for their advertising messages.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Accepted Answer

A)  The production of radio advertising is expensive.
B)  The absence of clutter means radio advertising tends to be very uncreative.
C)  Buying space for radio advertising is more expensive than buying advertising space on television.
D)  The high number of stations in most markets means there is a great deal of audience fragmentation.
E)  Radio is unable to provide marketers with a variety of integrated marketing opportunities.F) A) and B)
G) A) and E)

Question 12

In accordance to the basic estimates in the Arbitron report, person estimates refer to:

Accepted Answer

A)  the estimated number of people listening.
B)  the estimated cost of a spot schedule within a particular time period.
C)  the estimated number of people involved in preparing the Arbitron ratings report.
D)  information on number of network audiences only for commercials within a program.
E)  the percentage of the total estimated listening audiencE.The three basic estimates in the Arbitron report are: 1)  Person estimates-the estimated number of people listening.2)  Rating-the percentage of listeners in the survey area population.3)  Share-the percentage of the total estimated listening audience.F) B) and C)
G) D) and E)

Question 13

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with, take responsibility for production, and take a portion of the commercial spots during these shows. The nine advertisers are using a(n)  _____ type of advertising arrangement.

Accepted Answer

A)  sponsorship
B)  participation
C)  adjacency
D)  off-network syndication
E)  countertradeF) All of the above
G) B) and E)

Question 14

The designated market area (DMA)  of Manhattan has approximately 2 million television households. Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching an baseball playoff game. The program rating for the playoff game in the Manhattan DMA is _____.

Accepted Answer

A)  25
B)  15
C)  30
D)  35
E)  20F) B) and D)
G) D) and E)

Question 15

_____ are reruns of network shows that are bought by individual stations to broadcast.

Accepted Answer

A)  Off-network syndications
B)  Sponsorships
C)  First-run syndications
D)  Network spots
E)  Local syndicationsF) A) and D)
G) A) and C)

Question 16

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

Accepted Answer

A) True 
 B)False

Question 17

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

Accepted Answer

A)  participations
B)  sponsorships
C)  adjacencies
D)  syndications
E)  countertradesF) B) and C)
G) C) and D)

Question 18

Which of the following is true about zapping?

Accepted Answer

A)  Zapping occurs only with radio stations.
B)  Zapping occurs when viewers fast-forward through commercials as they play back a previously recorded program.
C)  Zapping has reduced due to the introduction of remote controls for television sets.
D)  Zapping has also been fueled by the 24-hour continuous-format programming on cable channels.
E)  Zapping is synonymous with zipping.F) None of the above
G) A) and D)

Question 19

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

Accepted Answer

A)  up-front
B)  spot
C)  scatter
D)  interconnected
E)  localF) C) and D)
G) A) and E)

Question 20

Advertising on television to specialized audiences that has been made possible by cable advertising is known as _____.

Accepted Answer

A)  zipping
B)  zapping
C)  narrowcasting
D)  multiplexing
E)  gladvertisingF) B) and E)
G) B) and C)

Exam 11: Evaluation of Media: Television and Radio

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

Correct Answer
verified

In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle Cosmetics, bought a commercial spot before the new season of Master Quiz began. With respect to the given scenario, Bedazzle Cosmetics bought the commercial space during the _____ market.

Correct Answer
verified

Which of the following is true about zapping?

Correct Answer
verified

Radio often provides advertisers with a very receptive environment for their advertising messages.

Correct Answer
verified

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Correct Answer
verified

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

Correct Answer
verified

Which of the following statements about commercial length is true?

Correct Answer
verified

Radio has evolved into a primarily local advertising medium.

Correct Answer
verified

Advertising on television to specialized audiences that has been made possible by cable advertising is known as _____.

Correct Answer
verified

_____ are reruns of network shows that are bought by individual stations to broadcast.

Correct Answer
verified

The first-run syndication market does not include shows that did not make it as network shows.

Correct Answer
verified

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Correct Answer
verified

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

Correct Answer
verified

Correct Answer
verified

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

Correct Answer
verified

Correct Answer
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Correct Answer
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The buying period for television advertising time that runs throughout the television season is known as the _____ market.

Correct Answer
verified

The price for commercial time charged by a television network is largely a function of a program's:

Correct Answer
verified

In accordance to the basic estimates in the Arbitron report, person estimates refer to:

Correct Answer
verified

Exam 11: Evaluation of Media: Television and Radio

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

Correct AnswerverifiedShow Answer

In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle Cosmetics, bought a commercial spot before the new season of Master Quiz began. With respect to the given scenario, Bedazzle Cosmetics bought the commercial space during the _____ market.

Correct AnswerverifiedShow Answer

Which of the following is true about zapping?

Correct AnswerverifiedShow Answer

Radio often provides advertisers with a very receptive environment for their advertising messages.

Correct AnswerverifiedShow Answer

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.

Correct AnswerverifiedShow Answer

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

Correct AnswerverifiedShow Answer

Which of the following statements about commercial length is true?

Correct AnswerverifiedShow Answer

Radio has evolved into a primarily local advertising medium.

Correct AnswerverifiedShow Answer

Advertising on television to specialized audiences that has been made possible by cable advertising is known as _____.

Correct AnswerverifiedShow Answer

_____ are reruns of network shows that are bought by individual stations to broadcast.

Correct AnswerverifiedShow Answer

The first-run syndication market does not include shows that did not make it as network shows.

Correct AnswerverifiedShow Answer

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Correct AnswerverifiedShow Answer

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

Correct AnswerverifiedShow Answer

The price for commercial time charged by a television network is largely a function of a program's:

Correct AnswerverifiedShow Answer

In accordance to the basic estimates in the Arbitron report, person estimates refer to:

Correct AnswerverifiedShow Answer

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