65)
How does Arbitron collect consumers’ radio listening behavior?
65)
A)
They use a seven–day self–administered diary that the person returns to Arbitron at the end
of the week.
B)
Respondents agree to hook an electronic monitoring device on all of their radios for a
seven–day period to record which stations the radios are tuned in to.
C)
They call 12,000 respondents for seven consecutive days and ask them about their radio
listening the day before.
D)
Have of the sample complete a seven–day self–administered diary and the other half is called
for those seven days and asked about their radio listening the day before.
E)
Electronic devices are mounted on roadways that intercept which radio stations passing cars
are tuned in to.
66)
________ measures the percentage of homes actually tuned in to a particular radio station.
66)
A)
Rating
B)
Gross impression
C)
Impression
D)
Circulation
E)
Coverage
67)
Which advertising medium has been called the “theater of the mind”?
67)
A)
outdoor
B)
television
C)
magazines
D)
radio
E)
newspapers
68)
What technology allows users to record television programs without the hassles of videotape,
letting users pause, do instant replays, and begin watching programs even before the recording has
finished?
68)
A)
broadband recorders
B)
interactive TV
C)
digital video recorders
D)
digital enhancers
E)
high–definition TV
69)
________ can deliver the same radio stations, regardless of where the listener is in the continental
United States.
69)
A)
Public radio
B)
AM/FM radio
C)
Cable radio
D)
Satellite radio
E)
Low–power FM (LPFM)
70)
Which of the following are ways radio provides targeted audiences for advertisers?
70)
A)
different parts of the country
B)
different times of day
C)
specialized programming
D)
A and B
E)
A, B, and C
71)
Which type of network television advertising provides advertisers more flexibility in market
coverage, target audiences, scheduling, and budgeting?
71)
A)
product placement
B)
spot announcements
C)
participations
D)
dayparts
E)
sponsorships
72)
Which of the following is NOT a type of network television advertising alternative?
72)
A)
product placement
B)
participations
C)
local spot announcements
D)
sponsorship
E)
national spot announcement
A
73)
According to the Federal Communications Commission (FCC), a program service with 15 or more
hours of prime time programming per week between the hours of 8 and 11 p.m. is known as a(n)
________.
73)
A)
cable provider
B)
network
C)
affiliate
D)
syndicate
E)
program provider
B
C
74)
Which of the following is NOT part of the structure of the radio industry?
74)
A)
AM/FM radio
B)
public radio
C)
film
D)
satellite radio
E)
cable radio
75)
A special cable technology that allows local or regional advertisers to run their commercials in
small geographic areas through the interconnection of a number of cable systems is known as
________.
75)
A)
satellite transmission
B)
network cable
C)
syndication
D)
local cable
E)
interconnects
E
76)
What is it called when an advertiser purchases only a portion of a network’s coverage?
76)
A)
regional leg
B)
fragmented exposure
C)
affiliate leg
D)
zoned exposure
E)
regional exposure
A
C
77)
Which of the following is NOT an advantage of advertising on radio?
77)
A)
target audiences
B)
affordability
C)
mental imagery
D)
listener inattentiveness
E)
frequency
78)
________ radio advertising offers advertisers a variety of high–quality, specialized, and usually
original programs.
78)
A)
Syndicated
B)
Off–network
C)
Cooperative
D)
Spot
E)
National
79)
Laurie loves the car radio her husband gave her for her birthday because she spends hours on the
road as a sales rep covering the entire southeast region of the United States. She is able to listen to
the same station, regardless of where she is in the country, and the music stations are completely
commercial–free. She has to pay a monthly fee for this programming, but to her, it’s worth it. With
respect to the structure of the radio industry, what kind of radio does this represent?
79)
A)
cable radio
B)
satellite radio
C)
LPFM
D)
web radio
E)
AM/FM
80)
Mini–Case Question. What type of television delivery system allows P&G to advertise on hundreds
of television stations simultaneously across the country during prime time programs?
80)
A)
specialty television
B)
network television
C)
public television
D)
interactive television
E)
pay–per–view
81)
The typical radio programming day is divided into five segments called ________.
81)
A)
coverages
B)
dayparts
C)
listener groups
D)
drive times
E)
ratings
82)
Recording television programs without the hassles of videotape, letting users pause, do instant
replays, and begin watching programs even before the recording has finished is known as
________.
82)
A)
time–shifting
B)
interactive television
C)
broadband
D)
high–definition TV
E)
syndication
83)
Which of the following is considered a disadvantage of radio advertising?
83)
A)
scheduling and buying difficulties
B)
lack of visuals
C)
listener inattentiveness
D)
lack of control
E)
all of the above
84)
At what level does A. C. Nielsen measure the television audience demographics?
84)
A)
local and spot
B)
network and local
C)
national
D)
local and national
E)
in–home and out–of–home
85)
What does one television rating point represent?
85)
A)
1,000 TV viewers
B)
1,000 TV households
C)
1,000,000 TV households
D)
1 percent of the nation’s TV households
E)
1 percent of the TV viewing audience
86)
What was the initial purpose of cable television?
86)
A)
to improve reception in certain areas of the country, particularly mountainous regions and
large cities
B)
to offer consumers commercial–free programming
C)
to increase opportunities for advertisers to reach their target markets
D)
to allow highly targeted special–interest programming options
E)
to expand the market for syndicated programming
87)
WTBS–Atlanta, WGN–Chicago, and WWOR–New York are all independent television stations
whose programs are carried by satellite to cable operators, and they are known as ________.
87)
A)
superstations
B)
affiliates
C)
syndicated networks
D)
cable networks
E)
broadcast networks
88)
Which term refers to the percentage of viewers based on the number of television sets turned on?
88)
A)
share
B)
gross rating points
C)
rating
D)
impressions
E)
gross share points
89)
Multipoint distribution systems (MDS) used by hotels to provide guests with movies and other
entertainment are an example of which type of television programming option?
89)
A)
high–definition TV (HDTV)
B)
interactive television
C)
program syndication
D)
pay–per–view
E)
low power
90)
Which of the following is NOT a factor affecting the rating for a particular radio station?
90)
A)
traffic
B)
competing programs
C)
time of day or night
D)
types of programs and competing programs
E)
types of programs
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
John is opening a Lion’s Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually
nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South,
where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each
month. Although the national office does some advertising, franchisees are allowed to do local advertising using
advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
91)
Mini–Case Question. The local television station shared audience data with John to help
him determine during which time he should advertise. It was rather confusing to him, and
he wasn’t sure what rating and share actually meant. Explain these two concepts.
91)
92)
Coca–Cola had an “Always Coca–Cola” campaign in which their agency created jingles in
several different music styles, such as rock–and–roll, country, hip–hop, and easy rock. The
musical quality was on par with the music programming heard on radio stations, and they
wanted to ensure that consumers heard it at that quality level. They also wanted as many
consumers as possible to be exposed to the ads. Explain which type of radio is best at
meeting these requirements?
92)
93)
The Secret Gallery is a unique gift and home accessories store that recently opened. The
owners want to advertise their business and are looking for an advertising medium that
will allow them to advertise frequently and at a low cost to women aged 18 to 45. They
want to get the audience curious about the uniqueness of the offerings and get them
imagining the uniqueness and beauty they can expect when they visit the store. Based on
this information, recommend the appropriate medium for them.
93)
94)
As described in “The Inside Story,” Framsokn, historically one of the three largest political
parties in Iceland, found itself in a downward spiral in popularity for the parliamentary
election in 2003. Describe how their agency turned this around for them.
94)
95)
In Prof. Rotfeld’s opinion presented in “A Matter of Practice,” is advertising the solution to
persuading people to change their ‘problem’ behavior?
95)
96)
Six Flags Fiesta Texas is located in San Antonio, Texas. Although several locals and other
Texans visit the park every year, Six Flags wants to target the millions of tourists that visit
the beautiful city for the Alamo and the riverwalk area. They would like to reach these
tourists through television in their hotel rooms. Explain how they can do that.
96)
97)
Based on the “Practical Tips” given in this chapter, give three reasons to use movie ads as
an advertising medium.
97)
98)
Based on the “Practical Tips” given in this chapter, give three reasons to use radio as an
advertising medium.
98)
99)
A recent Wall Street Journal article was entitled “Marketing Nirvana Is to Be a President’s
Preferred Brand.” The article discussed how President and Mrs. Bush receive about 1,000
gifts each month and keep and use only a handful of them. The president must disclose
this information to the public, and marketers want the president to choose their brands.
One TV news story discussed how President Bush has stopped running and has started
biking instead, and video showed him riding a Trek bicycle. Based on what you learned
from this chapter, why are so many marketers eager to give their products to the
president?
99)
100)
Ruth was watching public television and noticed that there were commercial messages.
She always thought that public television was commercial–free. Is that true? Explain your
answer.
100)
101)
Based on the “Practical Tips” given in this chapter, give three reasons to use television as an
advertising medium.
101)
102)
Describe the challenge facing Sirius satellite radio and the risky step they took to meet their
challenge as described in the “Hands–On” case at the end of the chapter.
102)
103)
Mini–Case Question. What broadcast media and delivery systems is John, the franchise
owner in Baton Rouge, likely to use for advertising? Explain your answer.
103)
104)
Mini–Case Question. What broadcast media and delivery systems is the national office
likely to use for its advertising? Explain your answer.
104)
105)
Mini–Case Question. John really wants consumers to see the delicious roast beef
sandwiches Lion’s Choice has to offer. Which broadcast media is NOT appropriate for his
needs? Explain your answer.
105)
106)
Community Coffee once claimed in one of their television commercials that it was the
“state coffee of Louisiana,” and a nice lady mockingly said at the end of the commercial that
“You’ve got to be a Yankee if you don’t like Community Coffee!” Community wants to
advertise on cable television, especially during food–related shows that appear on the
Food Network. Because Community Coffee is distributed only in the South, they don’t
want nationwide exposure for their ads. Explain how Community can advertise on a
regional basis on cable television.
106)
107)
Mini–Case Question. John wants to learn more about the audiences of the local broadcast
media in Baton Rouge. Name the companies that provide audience data for these media
and explain how they collect this information.
107)
108)
What was the challenge facing the agency of Holiday Inn Express, which was described in
the chapter opening vignette, and how did they address it?
108)
109)
Based on the “Practical Tips” given in this chapter, give three reasons to use product
placement as an advertising medium.
109)
110)
May is the time of year when agencies start purchasing advertising time during prime time
network programming for the next television season that begins in September. Name and
describe the three forms of network television advertising.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Network radio is a group of local affiliates connected to one or more national networks through
telephone wires or satellites.
111)
112)
The initial purpose of cable television was to provide highly targeted special–interest programming
options.
112)
113)
FM stations tend to be stronger than AM stations, sometimes reaching as far away as 600 miles,
which is why music stations prefer FM, and talk radio and stations that broadcast sporting events
are often found on AM.
113)
114)
Syndicated radio advertising providers offer flexibility through their willingness to run unusual
ads, allow last–minute changes, and negotiate rates.
114)