Question 1

Under a _____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Accepted Answer

A)  sponsorship
B)  participation
C)  barter syndication
D)  local syndication
E)  national syndicationF) D) and E)
G) None of the above

Question 2

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?

Accepted Answer

A)  Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program.
B)  No other advertiser could afford the sponsorship costs.
C)  The shows are never shown during a sweeps period,and therefore,sponsorship is more affordable.
D)  The network would not allow the shows to appear on television unless they had a sponsorship from an approved company.
E)  Sponsoring an entire show is very cheap and many of Hallmarks competitors also sponsor various other shows.F) A) and E)
G) B) and E)

Question 3

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Accepted Answer

A)  sponsorship
B)  participation
C)  daypart
D)  exclusivity
E)  run-of-station (ROS) F) D) and E)
G) None of the above

Question 4

Which of the following dayparts sees the largest radio audiences?

Accepted Answer

A)  Morning drive time and evening drive time
B)  Daytime and late evening
C)  Evening drive time and daytime
D)  Nighttime and morning drive time
E)  All night and daytimeF) B) and E)
G) A) and E)

Question 5

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

Accepted Answer

A)  Networks
B)  Interconnects
C)  Superstations
D)  Affiliates
E)  Cable operatorsF) B) and E)
G) A) and B)

Question 6

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

Accepted Answer

A)  program ratings.
B)  designated market periods.
C)  audience measurement intervals.
D)  audience shares.
E)  sweeps.F) B) and C)
G) B) and E)

Question 7

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

Accepted Answer

A)  a geographic connection.
B)  an interconnect.
C)  an adjacency.
D)  multiplexing.
E)  cable syndication.F) C) and D)
G) B) and E)

Question 8

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

Accepted Answer

A)  All Ads Make Meaning.
B)  Average Audience Marketing Management.
C)  Actual Audience Measured Meaning.
D)  Audience Access Monitoring Mentality.
E)  Anytime Anywhere Media Measurement.F) A) and B)
G) C) and D)

Question 9

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

Accepted Answer

A)  positioning.
B)  image transfer.
C)  visualization.
D)  flexibility.
E)  narrowcasting.F) A) and E)
G) D) and E)

Question 10

The heaviest users of radio as an advertising medium are:

Accepted Answer

A)  national service providers.
B)  local advertisers.
C)  national retail chains.
D)  national consumer-products manufacturers and distributors.
E)  tobacco and alcohol advertisers.F) A) and C)
G) C) and E)

Question 11

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

Accepted Answer

A)  Spot broadcasts
B)  Televised advertorials
C)  Affiliate programs
D)  Participation programs
E)  Syndicated programsF) A) and E)
G) All of the above

Question 12

Most national advertisers:

Accepted Answer

A)  use only network advertising.
B)  use only national spot advertising.
C)  prefer spot advertising because of lower rates,less clutter,and more flexibility.
D)  use both network and spot advertising and try to effectively combine the two.
E)  prefer to use only network advertising and only buy spot advertising in markets where there are no network stations.F) A) and D)
G) B) and C)

Question 13

Barter syndication is also called:

Accepted Answer

A)  advertiser-supported syndication.
B)  station-sponsored syndication.
C)  participation syndication.
D)  first-run programming.
E)  presold programming.F) A) and C)
G) D) and E)

Question 14

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:

Accepted Answer

A)  18.
B)  21.
C)  29.
D)  42.
E)  30.F) A) and E)
G) A) and D)

Question 15

Cable networks such as CNN that can transmit multiple channels from one network engage in:

Accepted Answer

A)  multiplexing.
B)  interconnects.
C)  single sourcing.
D)  multiple sourcing.
E)  adjacencies.F) A) and B)
G) D) and E)

Question 16

The major reason for the decline in the viewing audiences of the three major networks is:

Accepted Answer

A)  the widespread use of videocassette recorders.
B)  the growth of cable television.
C)  poor programming.
D)  the exponential growth of clutter.
E)  changes in cultural values,which are reducing television viewing time.F) B) and D)
G) A) and E)

Question 17

_____ refers to shows produced specifically for the syndication market.

Accepted Answer

A)  Off-network syndication
B)  Spot advertising
C)  Special-purpose syndication
D)  First-run syndication
E)  Rerun syndicationF) C) and E)
G) C) and D)

Question 18

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 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)  spot
C)  adjacency
D)  syndication
E)  countertradeF) C) and E)
G) D) and E)

Question 19

The share of a television audience indicates the:

Accepted Answer

A)  percentage of the defined target market that is exposed to a message at least once during the relevant time period.
B)  percentage of households using TV tuned to a particular program in a specified time period.
C)  average number of exposures to a message received by each member of the target market.
D)  percentage of all households using television during a specific time period.
E)  number of people who responded to a televised direct-response ad.F) B) and C)
G) B) and E)

Question 20

Which of the following is true?

Accepted Answer

A)  Networks provide programming and services to affiliates.
B)  Affiliates have no say in the sale of advertising time on their stations.
C)  Affiliates do not receive any advertising revenue from networks.
D)  Networks provide programming to affiliates,but affiliates provide the advertising.
E)  Affiliates are not obliged to carry national advertising provided by networks.F) B) and E)
G) A) and E)

Exam 9: Evaluation of Media: Television and Radio

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

Correct Answer
verified

Under a _____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Correct Answer
verified

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

Correct Answer
verified

Correct Answer
verified

Which of the following dayparts sees the largest radio audiences?

Correct Answer
verified

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

Correct Answer
verified

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct Answer
verified

Most national advertisers:

Correct Answer
verified

_____ refers to shows produced specifically for the syndication market.

Correct Answer
verified

Cable networks such as CNN that can transmit multiple channels from one network engage in:

Correct Answer
verified

The heaviest users of radio as an advertising medium are:

Correct Answer
verified

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?

Correct Answer
verified

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

Correct Answer
verified

Which of the following is true?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Barter syndication is also called:

Correct Answer
verified

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:

Correct Answer
verified

The share of a television audience indicates the:

Correct Answer
verified

The major reason for the decline in the viewing audiences of the three major networks is:

Correct Answer
verified

Exam 9: Evaluation of Media: Television and Radio

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

Correct AnswerverifiedShow Answer

Under a _____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Correct AnswerverifiedShow Answer

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following dayparts sees the largest radio audiences?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct AnswerverifiedShow Answer

Most national advertisers:

Correct AnswerverifiedShow Answer

_____ refers to shows produced specifically for the syndication market.

Correct AnswerverifiedShow Answer

Cable networks such as CNN that can transmit multiple channels from one network engage in:

Correct AnswerverifiedShow Answer

The heaviest users of radio as an advertising medium are:

Correct AnswerverifiedShow Answer

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is true?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Barter syndication is also called:

Correct AnswerverifiedShow Answer

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:

Correct AnswerverifiedShow Answer

The share of a television audience indicates the:

Correct AnswerverifiedShow Answer

The major reason for the decline in the viewing audiences of the three major networks is:

Correct AnswerverifiedShow Answer

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