Chapter 12 Flashcards
1
Q
- Which of the following statements about cable TV is true?
A
The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.
1
Q
- Which of the following statements about cable TV is true?
A
The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.
2
Q
- Which of the following advantages does broadcast television provide to its advertisers?
A
mass coverage
2
Q
- Which of the following advantages does broadcast television provide to its advertisers?
A
mass coverage
3
Q
- The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.
A
selectivity
3
Q
- The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.
A
selectivity
4
Q
- One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:
A
long lead time
4
Q
- One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:
A
long lead time
5
Q
- As an advertising medium, one of broadcast television’s greatest disadvantages is:
A
high cost of production and airtime
5
Q
- As an advertising medium, one of broadcast television’s greatest disadvantages is:
A
high cost of production and airtime
6
Q
- Which of the following statements about the use of television in IMC is true?
A
All of the above statements about the use of television in IMC are true.
6
Q
- Which of the following statements about the use of television in IMC is true?
A
All of the above statements about the use of television in IMC are true.
7
Q
- Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning–multiple ad purchases they can place throughout a channel’s daily schedule.
A
run-of-schedule (ROS)
7
Q
- Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning–multiple ad purchases they can place throughout a channel’s daily schedule.
A
run-of-schedule (ROS)
8
Q
- One of the advantages that cable TV advertising offers to advertisers is _____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).
A
flexibility
8
Q
- One of the advantages that cable TV advertising offers to advertisers is _____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).
A
flexibility
9
Q
- The primary advantages of cable TV as an advertising medium are:
A
its selectivity, low cost, and flexibility
9
Q
- The primary advantages of cable TV as an advertising medium are:
A
its selectivity, low cost, and flexibility
10
Q
- One of the disadvantages that commonly plagues advertisers on contemporary cable television is:
A
audience fragmentation
10
Q
- One of the disadvantages that commonly plagues advertisers on contemporary cable television is:
A
audience fragmentation
11
Q
- _____ occurs when an advertiser underwrites the total cost of a program.
A
Sponsorship
11
Q
- _____ occurs when an advertiser underwrites the total cost of a program.
A
Sponsorship
12
Q
- When Sports Authority, a retailer of sporting equipment, underwrote the total cost of the Coaches’ Corner (a Saturday TV show where the local high school coaches explained their win/loss the previous night) on WLOX, the manufacturer was engaged in:
A
sponsorship
12
Q
- When Sports Authority, a retailer of sporting equipment, underwrote the total cost of the Coaches’ Corner (a Saturday TV show where the local high school coaches explained their win/loss the previous night) on WLOX, the manufacturer was engaged in:
A
sponsorship
13
32. While Judith watched The Simpsons, she saw commercials advertising Wendy's restaurants, the Carnival cruise line, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis.
participation
13
32. While Judith watched The Simpsons, she saw commercials advertising Wendy's restaurants, the Carnival cruise line, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis.
participation
14
33. When several advertisers buy 30- or 60-second segments within a program, they are:
buying on a participation basis
14
33. When several advertisers buy 30- or 60-second segments within a program, they are:
buying on a participation basis
15
34. Why is most network TV advertising sold on a participating basis,?
This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
15
34. Why is most network TV advertising sold on a participating basis,?
This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
16
35. Some advertisers avoid using network TV advertising because:
network advertising requires such a long lead-time
16
35. Some advertisers avoid using network TV advertising because:
network advertising requires such a long lead-time
17
36. Spot announcements:
run in clusters between programs
17
36. Spot announcements:
run in clusters between programs
18
37. He-Man and the Masters of the Universe were two of the first shows offered free to local television stations with some of its advertising space presold to national advertisers. These two cartoon shows were examples of:
barter syndication
18
37. He-Man and the Masters of the Universe were two of the first shows offered free to local television stations with some of its advertising space presold to national advertisers. These two cartoon shows were examples of:
barter syndication
19
38. Which of the following statements about infomercials is true?
All of the above statements about infomercials are true.
19
38. Which of the following statements about infomercials is true?
All of the above statements about infomercials are true.
20
39. Infomercials:
combine the power of advertising, direct response, and sales promotion
20
39. Infomercials:
combine the power of advertising, direct response, and sales promotion
21
40. Nielsen Media Research:
is the major audience rating service for television
21
40. Nielsen Media Research:
is the major audience rating service for television
22
41. Viewership was up for the NBC show Crossing Jordan but down for Las Vegas, another NBC program. During a ______ month, the network did a two-part episode where the murder was revealed on Crossing Jordan, tracked to Nevada, and captured in Las Vegas. This sort of programming is commonly used when networks are trying to make themselves look attractive to advertisers.
sweeps
22
41. Viewership was up for the NBC show Crossing Jordan but down for Las Vegas, another NBC program. During a ______ month, the network did a two-part episode where the murder was revealed on Crossing Jordan, tracked to Nevada, and captured in Las Vegas. This sort of programming is commonly used when networks are trying to make themselves look attractive to advertisers.
sweeps
23
42. Reliable information on the audiences for cable programs:
is hard to gather
23
42. Reliable information on the audiences for cable programs:
is hard to gather
24
43. A designated market area:
refers to the geographic area in which the local TV station attracts the most viewing
24
43. A designated market area:
refers to the geographic area in which the local TV station attracts the most viewing
25
44. In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during Ellen, which is broadcast daily at 4:00 P.M. by the Virginia TV station. The restaurant is advertising during _____ time.
early fringe
25
44. In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during Ellen, which is broadcast daily at 4:00 P.M. by the Virginia TV station. The restaurant is advertising during _____ time.
early fringe
26
45. Television viewing is highest during _____ time.
prime
26
45. Television viewing is highest during _____ time.
prime
27
46. The percentage of homes in a given area that have one or more TV set turned on at any particular time is expressed as:
households using television (HUT)
27
46. The percentage of homes in a given area that have one or more TV set turned on at any particular time is expressed as:
households using television (HUT)
28
47. A locally produced morning television show has only 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating?
16.7 percent
28
47. A locally produced morning television show has only 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating?
16.7 percent
29
48. The program's _____ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use.
audience share
29
48. The program's _____ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use.
audience share
30
49. In television, gross rating points (GRPs) represent the:
total rating points achieved by a particular media schedule over a specific time period
30
49. In television, gross rating points (GRPs) represent the:
total rating points achieved by a particular media schedule over a specific time period
31
50. The buying procedure for television time is:
so complex that most large advertisers seek the assistance of ad agencies or media-buying services
31
50. The buying procedure for television time is:
so complex that most large advertisers seek the assistance of ad agencies or media-buying services
32
51. To determine which programs should be purchased for advertising time, media buyers contact stations' sales reps, national media rep organizations, or network reps to get a list of _____ along with prices and estimated ratings.
avails
32
51. To determine which programs should be purchased for advertising time, media buyers contact stations' sales reps, national media rep organizations, or network reps to get a list of _____ along with prices and estimated ratings.
avails
33
52. A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience, and a 30-second spot costs $700. What is the cost per rating point (CPP)?
$35
33
52. A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience, and a 30-second spot costs $700. What is the cost per rating point (CPP)?
$35
34
53. 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 (CPM)?
$50.00
34
53. 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 (CPM)?
$50.00
35
54. A preemption rate will only save an advertiser saves money if:
demand for advertising time is down
35
54. A preemption rate will only save an advertiser saves money if:
demand for advertising time is down
36
55. Assume that the local Hallmark retailer had agreed to advertise on the live televising of the local parade and tree lighting ceremony. Due to equipment problems, the event was not televised, and the station showed an old episode of Andy Griffith instead. Because of its advertising agreement with the network, the retailer would receive a(n) _____ to compensate for the missed commercials.
makegood
36
55. Assume that the local Hallmark retailer had agreed to advertise on the live televising of the local parade and tree lighting ceremony. Due to equipment problems, the event was not televised, and the station showed an old episode of Andy Griffith instead. Because of its advertising agreement with the network, the retailer would receive a(n) _____ to compensate for the missed commercials.
makegood
37
56. Which of the following statements about the use of radio in IMC is true?
Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders.
37
56. Which of the following statements about the use of radio in IMC is true?
Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders.
38
57. When buying radio time, advertisers usually buy the station's:
format
38
57. When buying radio time, advertisers usually buy the station's:
format
39
58. Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?
Radio production is inexpensive.
39
58. Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?
Radio production is inexpensive.
40
59. Why would radio be a poor advertising medium for a fabric store that was trying to increase its market by carrying a new line of brightly-colored upholstery fabric?
Radio is only a sound medium.
40
59. Why would radio be a poor advertising medium for a fabric store that was trying to increase its market by carrying a new line of brightly-colored upholstery fabric?
Radio is only a sound medium.
41
60. The primary benefits of advertising on the radio are:
high reach and frequency, selectivity, and cost efficiency
41
60. The primary benefits of advertising on the radio are:
high reach and frequency, selectivity, and cost efficiency
42
61. Radio stations base the rates they charge their advertisers on:
the time of day the advertiser wants its ad to run
42
61. Radio stations base the rates they charge their advertisers on:
the time of day the advertiser wants its ad to run
43
62. To take advantage of the lowest radio ad rates, the owner of a Mexican restaurant can order spots on a ROS basis. ROS means:
radio organized sales
43
62. To take advantage of the lowest radio ad rates, the owner of a Mexican restaurant can order spots on a ROS basis. ROS means:
radio organized sales
44
63. An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts--and not just late at night--should buy:
total audience plan (TAP) package
44
63. An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts--and not just late at night--should buy:
total audience plan (TAP) package
45
64. _____ identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period.
AQH persons
45
64. _____ identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period.
AQH persons
46
65. In an average quarter-hour, the total listening audience in Franklin, is 35,600. If radio station WFRK has an average quarter-hour listenership of 6,800, what is WFRK's average quarter-hour share?
19.1 percent
46
65. In an average quarter-hour, the total listening audience in Franklin, is 35,600. If radio station WFRK has an average quarter-hour listenership of 6,800, what is WFRK's average quarter-hour share?
19.1 percent
47
66. The owner of Sweet Dove Bakery wants to advertise on its local radio station KTFF. The community has 60,000 residents. The average quarter-hour persons for KTFF is 14,000, and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve?
350 GRPs
47
66. The owner of Sweet Dove Bakery wants to advertise on its local radio station KTFF. The community has 60,000 residents. The average quarter-hour persons for KTFF is 14,000, and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve?
350 GRPs
48
67. The owner of Ewing Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community has 48,000 residents. The average quarter-hour persons for KAOW are 9,900, and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?
412.5 GRPs
48
67. The owner of Ewing Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community has 48,000 residents. The average quarter-hour persons for KAOW are 9,900, and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?
412.5 GRPs
49
68. 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:
cume persons
49
68. 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:
cume persons
50
69. If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has:
a lot of different people tuning into the station
50
69. If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has:
a lot of different people tuning into the station
51
70. The first step in preparing a radio schedule is to:
identify by demographics, stations with the greatest cume of the advertiser's target market
51
70. The first step in preparing a radio schedule is to:
identify by demographics, stations with the greatest cume of the advertiser's target market
