Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
In 2006, which of the following was the top show by ad rates?
1)
A)
ER
B)
Monday Night Football
C)
American Idol
D)
Will & Grace
E)
Friends
2)
Which of the following provides radio audience ratings for more than 250 markets in the United
States?
2)
A)
Arbitron
B)
Simmons
C)
RADAR
D)
A.C. Nielsen
E)
MediaMark
3)
In which type of network television advertising does the advertiser pay for 10, 15, 20, 30, or 60
seconds of commercial time during one or more programs?
3)
A)
dayparts
B)
sponsorships
C)
participations
D)
spot announcements
E)
product placement
4)
________ radio is a group of local affiliates connected to one or more national networks through
telephone wires and satellites.
4)
A)
FM
B)
Local
C)
Spot
D)
Network
E)
AM
5)
Which of the following is NOT an advantage of advertising on radio?
5)
A)
frequency
B)
flexibility
C)
targeted audiences
D)
high level of acceptance
E)
scheduling and buying simplicity
E
6)
Which of the following is NOT an advantage of advertising on television?
6)
A)
the buzz factor
B)
flexibility
C)
impact
D)
pervasiveness
E)
cost–efficiency
B
7)
What is causing growth in interactive television?
7)
A)
broadband
B)
high–definition TV
C)
narrowcasting
D)
digital video recorders
E)
syndication
A
D
8)
Commercial messages that are allowed on public television are known as ________.
8)
A)
program sponsorships
B)
syndicated buys
C)
philanthropy
D)
spot buys
E)
participations
9)
Which of the following is NOT a disadvantage of radio advertising?
9)
A)
scheduling and buying difficulties
B)
listener inattentiveness
C)
clutter
D)
pervasive
E)
lack of control
10)
In which type of network television advertising does the advertiser assume the total financial
responsibility for producing the program and providing the accompanying commercials?
10)
A)
dayparts
B)
spot announcements
C)
participations
D)
sponsorships
E)
product placement
11)
Rush Limbaugh is a conservative talk show host who is heard on hundreds of radio stations around
the country. Advertisers, such as Select Comfort beds, advertise on his program because of the high
level of loyalty of his audience, affectionately called “Ditto Heads” because they agree with Rush
because they feel he voices their opinions, thoughts, and feelings effectively. Local radio stations
purchase the rights to air his program on their station. National advertisers can purchase
advertising time from the program provider or the local station, and local businesses usually
purchase advertising during this show from the local station. What type of radio advertising does
this represent?
11)
A)
up–front radio advertising
B)
news radio advertising
C)
network radio advertising
D)
syndicated radio advertising
E)
spot radio advertising
12)
Mini–Case Question. Another major concern of P&G and other advertisers is the fact that
consumers are increasingly avoiding commercials, either by zapping them or using technology,
such as digital video recorders, to avoid them completely. As a result, they are making a concerted
effort to get the actors in movies and television programs to verbally or visually expose their
brands to the audience. What is this practice known as?
12)
A)
share
B)
product placement
C)
participations
D)
sponsorship
E)
de–clutter
13)
Which of the following type of network television advertising is the dominant form, representing
more than 90 percent of all network advertising?
13)
A)
participations
B)
dayparts
C)
spot announcements
D)
sponsorships
E)
product placement
14)
Who did Holiday Inn Express, which was described in the chapter opening vignette, target with its
advertising efforts?
14)
A)
head–of–household men
B)
businessmen
C)
single women
D)
single men
E)
men and women more than 65 years old
15)
Broadcast media does NOT include which of the following?
15)
A)
Internet
B)
magazines
C)
film
D)
television
E)
radio
16)
________ provides Webcasting, which is audio streaming through a web site.
16)
A)
Web radio
B)
Public radio
C)
Cable radio
D)
Satellite radio
E)
Low–power FM (LPFM)
17)
Which of the following is NOT a disadvantage of advertising on television?
17)
A)
clutter
B)
low cost–efficiency
C)
intrusiveness
D)
inflexibility
E)
wasted reach
18)
A popular comedy show, which is shown on Fox network, had a rating or 4.0 but a share of 7. Why
are these two numbers different?
18)
A)
Rating includes all TV households and share considers only those households that have their
TVs on at that time.
B)
Share includes all TV households and rating considers only those households that have their
TVs on at that time.
C)
Rating is provided by Nielson and share is provided by Arbitron, and both use different
methods for estimating audience size.
D)
Rating is provided by Arbitron and share is provided by Nielsen, and both use different
methods for estimating audience size.
E)
Rating compares audience size to the entire TV universe, while share compares only audience
size to other network programming.
19)
Wendy’s fast food restaurant wants to increase radio advertising in the metropolitan area of several
major cities. They want to advertise close to lunch and dinner times because they feel that
consumers are already in their cars and will more likely drive into a Wendy’s if they hear an ad
around the time they are hungry. Wendy’s is seeking to reach as wide of an audience as possible
and intends to advertise on several stations within each area to do so. Considering the
disadvantages of advertising on the radio, which one is most relevant in this situation?
19)
A)
listener inattentiveness
B)
scheduling and buying difficulties
C)
clutter
D)
lack of visuals
E)
lack of control
20)
Which of the following is NOT a national, over–the–air television network in the United States?
20)
A)
Entertainment and Sports Programming Network (ESPN)
B)
Columbia Broadcasting System (CBS)
C)
National Broadcasting Company (NBC)
D)
American Broadcasting Company (ABC)
E)
Fox Broadcasting
21)
Rain Forest Car Wash wants to start advertising to increase its business. Rain Forest is looking for
an advertising medium that will allow them to advertise frequently yet still be affordable. They
also want the capability to change messages to reflect current conditions that affect a car’s
appearance, such as the high level of pollen that settles on cars from one day to the next. Based on
this information, which advertising medium would you recommend for this business?
21)
A)
television
B)
outdoor billboards
C)
radio
D)
newspapers
E)
magazines
22)
An instrument that records what television shows are being watched, the number of households
that are watching, and which family members are viewing is known as a(n) ________.
22)
A)
audiometer
B)
people meter
C)
tv meter
D)
frequency meter
E)
viewing meter
23)
Which type of television advertising appears in the breaks between programs, which local affiliates
sell to advertisers who want to show their ads locally?
23)
A)
product placement
B)
dayparts
C)
sponsorships
D)
participations
E)
spot announcements
24)
The sum of the total exposure potential (i.e., total ratings) expressed as a percentage of the audience
population is called ________.
24)
A)
rating points
B)
gross share points
C)
share
D)
impressions
E)
rating
25)
With respect to the structure of the TV industry, which of the following is NOT considered a
television option advertisers can use to deliver their messages to audiences?
25)
A)
regional television
B)
cable television
C)
network television
D)
specialty television
E)
program syndication
26)
________ is when a company pays to have verbal or visual brand exposure in a movie of television
program.
26)
A)
Cinema advertising
B)
Product placement
C)
Participation
D)
Subliminal advertising
E)
Sponsorship
27)
Choose the option that is NOT a disadvantage of advertising on television.
27)
A)
clutter
B)
inflexibility
C)
wasted reach
D)
production costs
E)
engagement
28)
Starbucks is interested in radio advertising and wants to reach consumers at the best time of day to
get them to drive into a Starbucks location. Research has shown that 80 percent of consumers drink
the majority of coffee before going to work or on their way to work. What daypart would you
recommend Starbucks use to reach these consumers?
28)
A)
10 a.m. to 3 p.m. (daytime)
B)
3 to 7 p.m. (evening drive time)
C)
midnight to 6 a.m. (all night)
D)
7 p.m. to midnight (nighttime)
E)
6 to 10 a.m. (morning drive time)
Explanation:
29)
Which of the following statements is true regarding television ratings and share?
29)
A)
There is no difference between rating and share as the two terms are synonymous.
B)
Rating refers to the percentage of viewers based on the number of sets turned on.
C)
Share refers to the percentage of viewers based on the number of TV households.
D)
The share figure is always larger than the rating.
E)
The rating figure is always larger than the share.
30)
________ scheduling runs commercials across the entire subscriber group simultaneously.
30)
A)
Satellite
B)
Interconnects
C)
Local cable
D)
Network cable
E)
Superstation
31)
Local television stations that are not affiliated with a network are known as ________.
31)
A)
independent stations
B)
spot stations
C)
syndicated stations
D)
disconnects
E)
interconnects
32)
How did Holiday Inn Express, which was described in the chapter opening vignette, position itself?
32)
A)
as the best quality hotel
B)
as the hotel with the greatest assortment of frills
C)
as the lowest–price hotel
D)
as the only hotel
E)
as a hotel that offers basic comfort without frills at a good price
33)
As described in “The Inside Story,” how did HER&NU marketing communication turn around the
negative image the Framsokn political party was suffering in Iceland?
33)
A)
They provided factual evidence in their TV commercials of the positive economic and social
changes the party was the catalyst for over the past 12 years.
B)
They selected a female candidate and used television advertising heavily to project a more
female–focused party.
C)
They selected a younger candidate and used television advertising heavily to project a
younger image for their political party.
D)
They executed television commercials using humor with a serious selling point.
E)
They used comparative advertising, which is allowed only on television in Iceland, in which
they juxtaposed the rival political party‘s position with their party‘s position on several
economic and social issues.
34)
In “A Matter of Principle” what problem is analyzed?
34)
A)
Criticism of the TV show, Law and Order: Special Victims Unit, is unjustified and cruel.
B)
The number of hours children aged 3–5 watch TV each week is adversely affecting the
children’s physical development.
C)
The airwaves are saturated with radio and television in major markets with country music.
D)
Television violence is used deliberately by advertisers to target TVs most valuable
demographicmale viewers ages 18–34 who are top consumers of violent shows.
E)
Since college students are exhausted from watching TV each day they underperform in
classes.
35)
WDAM is a local television station in Hattiesburg, Mississippi, that airs programming provided
from the National Broadcasting Company (NBC). This station has a contractual relationship with
NBC in which it agrees to carry programming originating from NBC during a certain part of its
schedule. WDAM is allowed to sell a small amount of time during this programming to advertisers
wishing to reach the local market, but the station typically pays NBC 30 percent of the fees they
charge for this local advertising. However, WDAM receives 15 percent of the advertising revenue
paid to NBC by national advertisers. WDAM is known as a network ________.
35)
A)
enabler
B)
affiliate
C)
subscriber
D)
assistant
E)
agent
36)
The Wall Street Journal wants to begin an advertising campaign using television to attract more
subscribers. They want a television vehicle that is relatively uncluttered and reaches an affluent,
well–educated household. One goal of their promotion is to not appear to be asking for a purchase,
merely to make the publication more salient in the minds of their target audience. Based on this
information and your knowledge of the structure of the television industry, which of the following
delivery systems or programming options would be best for the WSJ?
36)
A)
interactive television
B)
network television
C)
public television
D)
cable television
E)
program syndication
37)
Which of the following is NOT an advantage of product placement?
37)
A)
demonstrates product use in a natural setting by people who are celebrities
B)
unexpected and catches the audience when their resistance to advertising messages may be
dialed down
C)
good for engaging the affections of other stakeholders, such as employees and dealers,
particularly if the placement is supported with its own campaign
D)
effective even if there is not a match between the product and the movie or its audience
E)
All of the above are advantages of product placement.
38)
Which of the following is considered an advantage of advertising on television?
38)
A)
minimal clutter
B)
intrusiveness
C)
low production costs
D)
cost–efficiency
E)
all of the above
39)
What is the most familiar example of subscription television?
39)
A)
satellite TV
B)
syndication
C)
TiVo
D)
cable
E)
Interactive
40)
________ are when national advertisers buy local advertising on a city–by–city basis from local
television stations.
40)
A)
Specialty buys
B)
Spot buys
C)
Independent buys
D)
Regional legs
E)
Limited buys
B
41)
As described in the “Hands–On” case at the end of the chapter, what risky step has Sirius satellite
radio taken with the goal to increase subscribers by more than 1 million?
41)
A)
They signed “shock jock” Howard Stern to bring his program to Sirius in the hopes that his
loyal listeners will follow.
B)
They plan on increasing their advertising spending from $1 million to $100 million by 2007,
and Mel Karmazin, CEO of Sirius, says this aggressive advertising growth plan will actually
drive subscribers to Sirius due to their strong dislike and resistance to commercials.
C)
They increased their price 50 percent and touted that fact in television commercials to convey
the position that they are superior to their competitor, XM Radio.
D)
They signed controversial talk show host Rush Limbaugh to bring his program to Sirius in the
hopes that his loyal listeners will follow.
E)
They have gone to programming that is completely commercial–free.
A
D
42)
Which of the following statements is false regarding broadcast media?
42)
A)
Traditional radio stations are found on the AM/FM dial and serve a primarily local market.
B)
Broadcast media messages are fleeting.
C)
Broadcast media are dynamic and bought by amount of time, such as seconds or minutes.
D)
Radio has suffered substantially with the advent of television, and advertising revenues
continue to fall.
E)
Broadcast engages more senses than reading and adds audio as well as motion for television.
43)
Some have predicted that, in the future, television will allow consumers to purchase
products/brands they see on a television show. For example, if you like the shirt Raymond is
wearing in Everybody Loves Raymond, you will be able to click on the shirt and will be taken to a
web site that allows you to purchase it. When finished, you can pick up viewing the program
where you left off. What type of television delivery system or program option does this represent?
43)
A)
high–definition TV (HDTV)
B)
network cable
C)
e–commerce television
D)
pay–per–view
E)
interactive television
E
44)
Which of the following is NOT considered a programming option or distribution format available
to television stations as well as to advertisers?
44)
A)
sponsorships
B)
digital video recorders (DVR)
C)
high–definition TV (HDTV)
D)
pay–per–view
E)
program syndication
A
D
45)
Mini–Case Question. One thing P&G has done recently is to develop family–friendly
programming, assuming the total financial responsibility for producing the program and providing
the accompanying commercials. They are concerned that some of the controversial programming
on television today hurts their brand’s image if they advertise during that type of programming.
What form of television advertising is P&G undertaking?
45)
A)
sponsorship
B)
participations
C)
specialty television
D)
spot announcements
E)
on–network syndication
A
46)
Privately owned television stations that have a contractual relationship with a broadcasting
company are known as a(n) ________.
46)
A)
interconnect
B)
syndicate
C)
subscriber
D)
network
E)
affiliate
E
47)
Mini–Case Question. The bulk of P&G’s television advertising is 30–second commercials that air
nationwide during several different programs every day of the week. What type of television
advertising is this?
47)
A)
spot announcements
B)
sponsorship
C)
specialty television
D)
participations
E)
on–network syndication
48)
The largest segment of radio listeners is known as ________.
48)
A)
talk fans
B)
radio fans
C)
music fans
D)
station fans
E)
news fans
49)
Commercials set to music are known as ________.
49)
A)
dual–coded
B)
memorables
C)
lyricals
D)
jingles
E)
musicals
50)
________ is the number of homes in a geographic area that are able to pick up a station clearly,
whether those homes are actually tuned in or not.
50)
A)
Rating
B)
Impression
C)
Circulation
D)
Gross impression
E)
Coverage
51)
Which advertising medium has the power to engage the imagination and communication on a
more personal level than other forms of media?
51)
A)
magazines
B)
radio
C)
television
D)
newspapers
E)
outdoor
52)
Nonprofit, noncommercial radio stations that serve a small market with reach of 3 to 5 miles that
are not allowed to carry advertising are known as ________.
52)
A)
cable radio
B)
AM/FM radio
C)
low–power FM (LPFM)
D)
public radio
E)
web radio
53)
________ uses cable television receivers to deliver static–free music via wires plugged into cable
subscribers’ stereos.
53)
A)
Low–power FM (LPFM)
B)
Public radio
C)
Web radio
D)
Satellite radio
E)
Cable radio
54)
In which type of radio advertising does an advertiser place an advertisement with an individual
station?
54)
A)
network
B)
local
C)
spot
D)
AM
E)
FM
55)
A broadcast ________ exists whenever two or more television stations are able to broadcast the
same program that originates from a single source.
55)
A)
alliance
B)
primacy
C)
syndication
D)
network
E)
monopoly
56)
Cable New Network (CNN), the Disney Channel, and the Entertainment and Sports Programming
Network (ESPN) are known as ________.
56)
A)
affiliates
B)
superstations
C)
cable networks
D)
syndicated networks
E)
broadcast networks
57)
Which of the following is NOT a segment into which radio listeners can be separated?
57)
A)
station fans
B)
news fans
C)
radio fans
D)
talk fans
E)
music fans
58)
Which company provides audience–rating services for network radio listening?
58)
A)
Simmons
B)
Arbitron
C)
A. C. Nielsen
D)
RADAR
E)
MediaMark
D
59)
Movie theaters sell time at the beginning of their film showings for commercials called ________.
59)
A)
previews
B)
movie advertising
C)
trailers
D)
selective showings
E)
captive showings
C
60)
An instrument that records what shows are being watched is a(n) ________.
60)
A)
tv meter
B)
frequency meter
C)
viewing meter
D)
audiometer
E)
people meter
E
D
61)
What are the two types of syndicated programs?
61)
A)
off–network and first–run
B)
primary and secondary
C)
rerun and first–run
D)
wired and unwired
E)
specialty and commercial–free
62)
Television programs purchased by local stations to fill time in open hours are known as ________.
62)
A)
pay–per–view programs
B)
network programs
C)
cable programs
D)
fringe programs
E)
syndicated programs
63)
Which is the largest category of radio advertising revenues?
63)
A)
local
B)
spot
C)
network
D)
satellite
E)
web
64)
WLSU is the campus radio station at Louisiana State University. It is a nonprofit, noncommercial
station that serves a small market (i.e., the university community), with a reach of three to five
miles. They provide a variety of music and informational programming, and all LSU student,
faculty, and staff performances are broadcast on this station. With respect to the structure of the
radio industry, WLSU is an example of ________.
64)
A)
low–power FM (LPFM)
B)
satellite radio
C)
web radio
D)
public radio
E)
cable radio