Electronic Media: Then, Now, and Later 3e
Norman J. Medoff and Barbara K. Kaye
TEST BANK: Chapter 8
True/False
1. Level of audience activity is more important than audience size in gauging a successful mobile
or social media ad campaign.
2. Cume ratings represent duplicated listeners.
3. The first radio ratings system used a telephone recall system.
4. Psychographics define users based on their use of and attitudes toward technology.
5. Nielsen’s market designation scheme is known as ADI, or area of dominant influence.
6. Nielsen uses metering devices in a sample of 20,000 television households.
7. In terms of ratings markets, MSAs are larger than TSAs.
8. Diary responses can be inaccurate, but ratings based on metering devices overcome those
problems.
9. Barring an unlikely event, shares are always larger than ratings.
10. AQH and TVQ are measures of qualitative audience response to actors and programs.
11. Cable network audience estimates include viewers who see the network via cable and
viewers who see the network via satellite.
12. Television program testing is used to gauge audience reactions to plot, characters, and other
program elements.
13. Ratings explain why viewers and listeners prefer certain programs over others.
14. Out-of-home television use is recorded by Nielsen’s set-top meter.
15. When an advertiser specifies what time its commercials should run, that is known as a fixed
buy.
Multiple Choice
16. A. C. Nielsen’s audimeter was first used to measure which of the following?
17. Cost per impression (CPI) is most closely related to _____.
18. DMA stands for
19. Measuring viewers’ heart rate, eye movement, and skin temperature is
20. In a town with 100,000 TVHH (television households), program A is seen in 10,000 homes.
What is the rating for program A?
21. During ______ (November, February, May, July), Nielsen sends diaries to sample homes
around the country.
22. Which of the following are audience measurement challenges faced by web sites and online
advertisers?
23. Because radio station ratings are generally lower than TV station ratings, radio measures
audience in terms of
24. Which of the following is true?
25. Which type of measurement assesses viewers’ feelings about programs and performers?
26. Which of the following technologies is being developed to track consumers’ exposure to out–
of-home advertising?
27. If a spot advertisement costs $100.00 and reaches 1,000 people, what is its CPM?
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B. $10.00
C. $100.00
D. $1,000.00
28. If the average rating (reach) of an ad is 2 and the frequency is 10, what is the GRP?
29. Which of the following is NOT a television daypart?
30. When Ford pays for half of a local car dealer’s advertising, it is known as
31. When a local station trades airtime in exchange for goods or services, it is known as
32. When an advertiser receives a discount by letting the station decide when to air the
commercials, it is known as
33. Which of the following is used to set online advertising rates?
34. Nielsen’s PPM is a
35. Ad exchanges are most common in which medium?