Chp 11-- Radio

Question 1

billboards

Answer 1

the mention of a sponsor’s name or products at the start or end of an aired program, acknowledged in return for money

Question 2

syndicator

Answer 2

a company that licenses programming to radio stations on a market-by-market basis

Question 3

drive time

Answer 3

early weekday mornings and late afternoons – when people are driving to and from work – when radio stations expect to capture their largest audience

Question 4

rating point

Answer 4

one rating point equals 1 percent of the population in a market

Question 5

format consultants

Answer 5

individuals hired by a radio station to analyze the competition and select a format that will attract the most lucrative audience niche possible

Question 6

network

Answer 6

a company that distributes programs simultaneously to radio stations that agree to carry a substantial amount of its material on an ongoing basis

Question 7

audio streaming**

Answer 7

practice in which an audio file is delivered to a computer-like device from a website so that it can be heard while it is coming into the device but cannot be saved or stored

Question 8

network advertising

Answer 8

form of radio advertising in which national advertisers or their representatives purchase airtime not from local radio stations but from the network that serves the radio station

Question 9

playlist

Answer 9

the roster or lineup of songs that a radio station can play on the air during a given period of time

Question 10

music style

Answer 10

the aspect of a radio station’s format that refers to the type of music the station plays

Question 11

HD (hybrid digital/analog) radio

Answer 11

a system in which digital signals of AM and FM stations are sent along with the traditional analog station sounds on the same frequencies allocated to the analog stations

Question 12

amplitude modulation (AM)

Answer 12

a means of radio broadcasting, utilizing the band between 540 and 1,700 megahertz

Question 13

burn music test

Answer 13

surveying people to determine which songs still draw interest and which have lost their popularity (or “burned out”)

Question 14

music time period

Answer 14

the aspect of a radio station’s format that refers to the release date of the music that the station plays (e.g., “contemporary,” “oldies”)

Question 15

format

Answer 15

the personality of a station, designed to attract a particular audience segment

Question 16

fringe listeners

Answer 16

listeners who fall within the target audience but rarely listen to a particular station

Question 17

noncommercial stations

Answer 17

radio stations that do not receive financial support from advertisers

Question 18

core audience

Answer 18

listeners who spend a lot of time listening to a radio station

Question 19

patent trust

Answer 19

a company owned by a number of firms that is formed to share their patents in order to prevent other firms from entering their industry unless the trust allows them to use the patents

Question 20

portable people meter (PPM)

Answer 20

Arbitron’s electronic device for tracking radio listening both at home and on the street

Question 21

national spot advertising

Answer 21

form of advertising in which airtime is purchased from a local radio station by national advertisers or their representatives

Question 22

dead air

Answer 22

the silence on the airwaves that is produced when a radio station fails to transmit sound

Question 23

radio promotion

Answer 23

a radio contest or event in which prizes are given out

Question 24

Radio Corporation of America

Answer 24

the largest patent trust in the U.S. and a powerful force in developing the airwaves; the RCA can force anyone interested in setting up a radio station to pay for a radio patent

Question 25

format networks

Answer 25

programming firms that provide subscribing radio stations with all the programming they need to fill their airwaves 24 hours a day, seven days a week; often the station needs only to insert local commercial spots into the programming

Question 26

on-air talent

Answer 26

term referring to radio workers whose voices and personalities are broadcast over the radio’s airwaves

Question 27

narrowcasting

Answer 27

going after specific slices of the radio audience that are especially attractive to advertisers

Question 28

music activity level**

Answer 28

the aspect of a radio station’s format that refers to the played music’s dynamic impact (e.g., “soft rock,” “smooth jazz”)

Question 29

focus groups

Answer 29

assemblages of 8 to 10 carefully chosen people who are asked to discuss their habits and opinions about one or more topics

Question 30

barter

Answer 30

practice in which a syndicator provides the radio program and keeps a number of minutes for the sale of commercials to advertisers

Question 31

local advertising

Answer 31

advertising money that comes from companies within listening range of the radio station

Question 32

listening patterns

Answer 32

the habits that describe people’s use of radio

Question 33

streaming audio

Answer 33

the flow of sounds (usually music) to listeners in such a way that the sounds are meant to disappear after they are heard

Question 34

music sophistication**

Answer 34

the aspect of a radio station’s format that refers to the simplicity or complexity of the musical structure and lyrical content of the music played

Question 35

commercial stations

Answer 35

radio stations that support themselves financially by selling time on their airwaves to advertisers

Question 36

format clock (format wheel)

Answer 36

a circular chart that divides one hour of a radio station’s format into different timed program elements

Question 37

frequency modulation (FM)

Answer 37

a means of radio broadcasting, utilizing the band between 88 and 108 megahertz