Chapter 12 – Electronic Media: Television and Radio
77. (p. 323) The percentage of homes in a given area that have one or more TV sets turned on at
any particular time is expressed as:
78. (p. 323) 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?
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93. (p. 329) An advertiser that wanted to make certain that the station would run a percentage of
its spots in the better day parts-and not just late at night-should buy:
94. (p. 329) _____ identifies the average number of people listening to a specific station for at
least five minutes during a 15-minute period.
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97. (p. 331) The owner of Nairobi 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 in which the station is located 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?
98. (p. 331) 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:
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99. (p. 331) If you know a particular radio station has a high cume rating, you know with
reasonable certainty that it has:
100. (p. 331) Another name for cume persons is: