Ch 11

Question 1

Sunshine Sundries is working with Success Advertising to consider adding television commercials to their integrated marketing communication plan. One of the board members is skeptical, as recording devices have made it easier for audiences to skip the commercials. Success Advertising acknowledged this concern, but also emphasized that the remaining audience may be affected by heavy repetition as well as the catchy slogans and

Answer 1

jingles

Question 2

Traditionally, most of the prime-time commercial spots, especially on the popular shows, are sold during the

Answer 2

up-front market.

Question 3

One of the advantages of television is it offers a fleeting message, with nothing tangible for the viewer to examine or consider.

Answer 3

false

Question 4

In response to calls from the radio and advertising industries for Arbitron to provide more detailed measures of radio audiences, Arbitron introduced the ________. This wearable, page-size device electronically tracks what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming.

Answer 4

PPM

Question 5

Alice regularly watches a TV show that airs between 8:00 and 9:00 P.M. During the commercial breaks, she switches channels in order to watch music videos. This practice is known as

Answer 5

zapping.

Question 6

Companies sponsor programs to gain more control over the shows carrying their commercials.

Answer 6

true

Question 7

Independent local TV stations that send their signals nationally via satellite to cable operators to make their programs available to subscribers are known as

Answer 7

superstations.

Question 8

A small-town automobile dealer wants to market and advertise its deals in the neighborhoods within a 20-mile radius. The dealer has a limited advertising budget. Which of the following types of advertisings would best suit the dealer’s purpose?

Answer 8

local advertising

Question 9

Because it is considered the ideal advertising medium, the first medium that comes to mind when developing a media strategy is

Answer 9

television.

Question 10

According to studies conducted by the Radio Advertising Bureau, consumers perceive radio advertising to be more personally relevant than ads on television or the Internet. This may be due to common traits of consumers who follow a radio station, including demographics and

Answer 10

psychographic characteristics.

Question 11

Which of the following statements is true of radio advertising?

Answer 11

Radio advertising provides a high degree of audience selectivity.

Question 12

A minute on network radio may cost only $5,000, which translates into a cost per thousand of only $3 or $4.

Answer 12

true

Question 13

One of the main disadvantages of radio as an advertising medium is its high cost.

Answer 13

false

Question 14

A national health-food company has assumed responsibility for the production and content of a new program called Master Quiz. Additionally, the company also takes responsibility for the advertising that appears within it. The company has adopted which of the following methods of media buying time?

Answer 14

Sponsorship

Question 15

After it attained commercial success, the popular network sitcom HouseFull was purchased by individual stations to be rerun in Harrisburg, New York, and San Diego. This is an example of

Answer 15

off-network syndication.

Question 16

If there are a total of 200 million households in the United States and 50 million households watch a specific sitcom, the national rating for that sitcom is

Answer 16

25%

Question 17

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

Answer 17

TV lets the marketers reach mass markets in a cost-efficient manner.

Question 18

Radio offers a very low degree of geographic selectivity.

Answer 18

false

Question 19

A long-running television ad for Bedazzle Mascara is aired on various radio channels in the United States. The radio ad makes use of the audio portion of the television commercial. This process of converting a television commercial into a radio ad is known as

Answer 19

image transfer.

Question 20

Henry records all the episodes of a well-known soap opera because the show airs while he is at work. When he watches the recorded episodes, he usually fast-forwards through the commercials. This practice is known as

Answer 20

zipping

Question 21

The largest radio audiences (and thus the highest advertising rates) occur during the

Answer 21

early morning and late-afternoon drive times.

Question 22

The Nielsen Audio report for station KCBQ gives the ________ audience of people 18 to 49, or the estimated total number of different people who listened to a station for at least five minutes in a quarter-hour period, during the weekday morning daypart as 26,300.

Answer 22

cume