Exam 2 Lecture 8: Radio and Ag Comm

Question 1

What was the primary medium for Agriculture communication in the 1920’s-1960’s?

Answer 1

Radio

Question 2

T or F?

Popularity of the radio began to fade with the introduction of television.

Answer 2

True

Question 3

How did the come of WWl influence radio?

Answer 3

The navy took control of all radio operations in order to eliminate the threat of leaked military information. “loose lips sink ships”

Question 4

Radio Act of 1927

Answer 4

Granted licenses for public broadcast.

Question 5

Federal Communications Act of 1934

Answer 5

Established federal communication commission responsible for regulating wired and wireless communication. [what can and cant you say on the radio]

Question 6

When was FM radio invented, and why was it considered a major milestone of radio?

Answer 6

FM radio was invented in 1933 and it was considered a major milestone in radio because it broadcasted radio with a higher quality sound and with less static.

Question 7

What percentage of the American population owned a television in 1950? What about 1970?

Answer 7

9% of the population owned a TV in 1950.

95% in 1970.

Question 8

How did radio survive the dawn of television?

Answer 8

It adapted! - using broadcast mediums that were dynamic with the current trends.[internet radio, Mobile phone radio, podcasts]

It Specialized! - specialized stations to segmented audiences proved to increase targeting in effect was a huge benefit to advertisers.

Question 9

What are the five elemental positions/departments that make the structure of a radio station?

Answer 9

General Manager
Operations/Programming
On-Air Talent
Behind the Scenes
Sales and Marketing

Question 10

What role does the general manager play at a radio station?

Answer 10

provides big picture leadership and ultimate decision maker.

Question 11

What role does the operations/programming play at a radio station?

Answer 11

Defines vision for on-air product, ultimate call on programming

Question 12

What role does the on-air talent play at a radio station?

Answer 12

This includes the personalities and news directors who entertain the audience.

Question 13

What role do the people “behind the scenes” play at a radio station?

Answer 13

This includes the producer board operator(IT people)/traffic director(person who lines out advertisments and fills dead space).

Question 14

What role does the Sales and Marketing department play at a radio station?

Answer 14

This department sales and manages potential and current advertisements.

Question 15

What are the two type of advertising in radio?

Answer 15

Hard Sell

Soft Sell

Question 16

Hard Sell Ad

Answer 16

an ad that applies directly to the senses or emotions. shock, sex appeal, comedy. (appeals to the millennial (instant) generation)

Question 17

Soft Sell Ad

Answer 17

relies on logic as key, rather than emotion. (appeals to the baby boomer generation)

Question 18

Rate Card

Answer 18

Purchasing price according to number and type of ads. Rates set by listening hours. (listener measured in minutes out of 15)

Question 19

What are the three ways to bill potential radio advertisers?

Answer 19

fixed rate
quantity rate
Grid rate (more popular time slots are more expensive.

Question 20

Major Markets scored 1-50

Answer 20

New York
            Los Angeles
            Chicago
            San Fransisco
            Dallas/Fortworth
            Houston

Question 21

Medium Markets 51-100

Answer 21

New Orleans
Tulsa
El Paso

Question 22

Small Markets 101-300

Answer 22

Lubbock - 180
            Amarillo - 192
            Waco
            Larado
            BCS - 234

Question 23

Advantages of radio as a Communication tool

Answer 23

Selectivity of audience
        saturation of local market
        easy to alter copy
        product cost and PSAs are low cost
        Music, Creativity

Question 24

Disadvantages of radio as a Communication tool

Answer 24

short time segments
no visual content
Limited future referral to message