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It is easier to gather reliable information on the audiences of cable TV programs than for broadcast TV programming.

A) True
B) False

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All of the following observations concerning PLAs are true EXCEPT:


A) they can fulfill message objectives better than shorter commercials.
B) they have seen a sudden growth in recent times.
C) they were once relegated to independents and cable channels.
D) they combine the power of advertising, direct response, and sales promotion.
E) they are yet to be adopted by national marketers.

F) C) and E)
G) A) and D)

Correct Answer

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The first step in preparing a radio schedule is to:


A) identify by demographics, stations with the greatest cume of the advertiser's target market.
B) determine which stations have the cheapest rates.
C) select the best ROS plan.
D) gather up several different stations' rate cards for comparison.
E) set the advertising budget in terms of reach and frequency.

F) A) and C)
G) B) and E)

Correct Answer

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Briefly describe the group that watches the most broadcast television.

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The heaviest viewers of broadc...

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Nielsen Media Research:


A) is a media buying organization.
B) is the company responsible for determining the length of commercials.
C) is the major audience rating service for television.
D) uses demographically specific surveys to pretest ads.
E) is an industry monitoring system that seeks to make sure that all television commercials are ethical.

F) A) and B)
G) A) and D)

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Three times each year,Nielsen Media Research compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

A) True
B) False

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"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:


A) classic programming.
B) first-run syndication.
C) specialized programming.
D) off-network syndication.
E) barter syndication.

F) A) and B)
G) C) and E)

Correct Answer

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To buy radio advertising effectively,the media planner:


A) must realize that there are no restrictions to radio's audiovisual capabilities.
B) should realize how cost-efficient radio advertising really is.
C) will need to accept the fact the medium offers poor reach.
D) must be pleased with the absence of clutter.
E) must realize that the medium has only selective audience appeal and reach.

F) B) and C)
G) A) and B)

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List three disadvantages that are associated with cable television advertising.

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The disadvantages associated with televi...

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The principal advantages of radio are high reach and frequency,selectivity,and cost efficiency.

A) True
B) False

Correct Answer

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As an advertising medium,one of broadcast television's greatest disadvantage is:


A) too much selectivity.
B) its lack of immediacy.
C) the absence of a media image.
D) high cost of production and airtime.
E) the longevity of the image created by commercials.

F) C) and E)
G) A) and B)

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Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.

A) True
B) False

Correct Answer

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Spot announcements:


A) limit the flexibility of an advertiser.
B) are unaffected by clutter.
C) are easier to purchase on cable networks than national advertising.
D) are not available at network station breaks.
E) run in clusters between programs.

F) C) and E)
G) B) and E)

Correct Answer

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The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the 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?


A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $75.00

F) All of the above
G) A) and E)

Correct Answer

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When buying radio time,advertisers usually buy the station's format,not its programs.

A) True
B) False

Correct Answer

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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:


A) total audience participation.
B) duplicated audience.
C) AQH persons.
D) cume persons.
E) GRP.

F) D) and E)
G) All of the above

Correct Answer

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


A) total audience composition.
B) TV households.
C) households using TV.
D) gross viewing percentage.
E) consumer composition percentages.

F) B) and D)
G) B) and E)

Correct Answer

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


A) Advertisers must remember that radio is a passive medium.
B) Radio is a poor medium for integrated marketing communications.
C) Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders.
D) Advertisers cannot create an identity using radio ads.
E) Radio fails to offer message consistency which is a primary objective of an IMC campaign.

F) B) and D)
G) A) and B)

Correct Answer

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Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

A) True
B) False

Correct Answer

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The percentage of homes in a given area with sets in use tuned to a specific program is expressed as HUT.

A) True
B) False

Correct Answer

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