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Which of the following is true of infomercials?


A) They attempt to pick a representative sample of the market and furnish information on them.
B) They combine the power of advertising, direct response, and sales promotion.
C) They are exclusively broadcast by cable channels.
D) The results of infomercials are not measurable.
E) Consumers do not pay much attention to them.

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

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A television program is broadcast 4.00 p.m. to 5.30 p.m. (EST) . In terms of dayparts, this period of time is known as _____.


A) peripheral
B) late fringe
C) pre-prime
D) early fringe
E) prime access

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

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Which of the following is a disadvantage of radio advertising?


A) It has a high cost of production.
B) It cannot build a large audience quickly.
C) It is a mass medium; it does not have selectivity.
D) It suffers from a lack of timeliness.
E) It cannot be used to sell a product that must be seen to be understood.

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

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Which of the following is a definition of a designated market area?


A) It refers to geographic areas in which the local TV stations attract the most viewing.
B) It refers to the area of greatest impact (AGI) for a television commercial.
C) It refers to all potential advertisers within a region.
D) It refers to all the target audiences within a 50-mile radius of a television station.
E) It refers to the positioning designations given to an area by Arbitron.

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

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A

Spectrum Inc., a glass repair store, wants to advertise on the radio station Unwind. The community in which the station is located has 48,000 residents. The average quarter-hour persons for Unwind are 9,900. The advertiser wants to buy 20 spots. How many gross rating points (GRPs) would this plan achieve?


A) 4125 GRPs
B) 412.5 GRPs
C) 41.25 GRPs
D) 4.5 GRPs
E) 4 GRPs

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

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Describe any three advantages that are associated with cable television advertising.

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The advantages associated with the use o...

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When companies sponsor programs, the public more readily identifies with the product(s) due to the prestige of sponsoring first-rate entertainment.

A) True
B) False

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Briefly describe any three disadvantages that are associated with broadcast television advertising.

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The disadvantages associated with broadc...

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Spot radio offers national advertisers a limited choice of markets, station, airtime, and copy.

A) True
B) False

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A local car dealership agreed to pay preemption rates for ads to be run during the local evening news. This means that:


A) the dealer's ads would be run at the same time until the contract expired.
B) the dealer chose to buy a one-time-only spot break.
C) the dealer's ads may not run if another advertiser was willing to pay more.
D) the local station will offer makegoods if the ads are not run during the desired time.
E) no other car dealership ads will be run during the evening news.

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

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C

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

A) True
B) False

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Which of the following is true of barter syndication?


A) It involves original shows which are produced specifically for the syndication market.
B) It involves former popular network programs sold to individual stations for rebroadcast.
C) It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers.
D) It functions through a system in which episodes of a television series are run many times a day.
E) It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week.

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

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C

Which of the following is true of direct-response TV?


A) It refers to the process of gathering responses of viewers regarding various TV shows by directly communicating with them.
B) It includes direct screening of television series and programs in malls and stores.
C) It includes an exclusive show which invites viewers of various programs in order to obtain their opinions and feedback.
D) It attempts to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners by directly interacting with them.
E) It includes short ads that ask consumers to order a product, as well as cable networks that feature round-the-clock sales.

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

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The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose, a game show that has a rating of 10. It reaches 12,000 people in the primary target audience and a 15-second spot costs $600. What is the cost per thousand of the show?


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

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

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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 the _____.


A) audience participation
B) reach potential
C) average quarter-hour rating persons
D) cume persons
E) audience composition

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

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The advantage of cable TV as an advertising medium is:


A) the phenomenon of zapping and zipping.
B) its rich production quality.
C) its extensive consumer reach.
D) its ability to offer specialized programming.
E) the possibility of running ads on several channels.

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

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Which of the following is true of the competitors of cable providers?


A) Direct broadcast satellite is over-the-air pay TV.
B) Multipoint distribution system is occasionally offered in rural areas where cable has not been installed.
C) Satellite master antenna television beams programs from space via satellites to satellite dishes mounted in a home.
D) Subscriber television uses a broadband connection to deliver a digital TV service.
E) Internet Protocol Television is a microwave delivery system that can carry a dozen channels.

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

Correct Answer

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_____ refer(s) to the sale of programs on a station-by-station, market-by-market basis.


A) Makegoods
B) Syndication
C) Dayparts
D) Spot announcement Ss
E) Participation basis

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

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Explain the process of selecting programs for buys.

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The media buyer selects the most efficie...

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


A) Radio must compete with other activities for attention, and it always succeeds.
B) Building a large audience through the radio is time consuming.
C) Radio production is very expensive.
D) Radio is a personal, one-on-one medium.
E) Radio cannot entertain people outside their homes.

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

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