115)
Television stations not affiliated with a network are known as independent stations.
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The Federal Communications Commission (FCC) defines a network as a program service with 30 or
more hours of prime time programming per week between the hours of 8 a.m. and 11 p.m.
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In program sponsorships, the advertiser assumes the total financial responsibility for producing the
program and providing the accompanying commercials.
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118)
Network–affiliated television stations are required by law to show all of the programming
provided by the network.
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The FCC allows public broadcasting system (PBS) stations to air commercial messages, called
program sponsorships, as long as the messages do not make a call to action (i.e., ask for a purchase)
or make price or quality comparisons and appear only during the local 2.5–minute program breaks.
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Currently, there are six national, over–the–air television networks in the United States: ABC, CBS,
NBC, Fox, WB, and UPN.
120)
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The FCC has licensed low–power television (LPTV) to provide programming outlets to minorities
and communities that are under–served by full–power stations.
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Syndicated programs include reruns of network shows as well as new episodes of programs.
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123)
Radio is a highly segmented medium.
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With local cable scheduling, advertisers can show their commercials to highly restricted geographic
audiences through interstitials, a special cable technology.
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The biggest problem with product placement is that the placement may not be noticed.
125)
126)
Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports Programming
Network (ESPN) are examples of independent superstations.
126)
127)
One disadvantage of advertising on radio is lack of control, which means advertisers do not have
much control over when their ads will air.
127)
128)
Public radio stations are considered noncommercial in that they rely on listener support for most of
their funding, and no commercial support is allowed by law.
128)
129)
Network television is an expensive medium, but because of its traditionally high reach to a mass
audience it is considered cost–efficient.
129)
130)
The share figure is always larger than the rating for television, because the base is smaller.
130)
131)
A problem facing network TV is that its audience, particularly men continues to erode as other
viewing opportunities make inroads on their audiences.
131)
132)
Arbitron and RADAR are the major audience–rating services for radio.
132)
133)
One advantage of advertising on radio is that radio is not normally perceived as an irritant and has
a high level of consumer acceptance.
133)
134)
The two categories of cable scheduling are network and local.
134)
135)
National advertisers sometimes buy local advertising on a city–by–city basis using spot buys.
135)
136)
Because television advertising is embedded in television programming, most of the attention in
media buying, as well as in the measurement of television advertising’s effectiveness, is focused on
the performance of various shows and how they engage their audiences.
136)
137)
Participations are commercials that appear in the breaks between programs, which local affiliates
sell to advertisers who want to show their ads locally.
137)
138)
One trend in audio advertising is narrowly targeted laserlike sound beams that can pinpoint
individual shoppers with prerecorded messages encouraging them to try or buy some product.
138)
139)
The FCC has recently banned pay–per–view television from carrying commercials.
139)
140)
Syndicated programming networks run programs and commercials, such as the channels you see
in grocery stores, doctors’ offices, and truck stops that distribute commercials by video or satellites.
140)
141)
Although radio may not be a primary medium for most businesses, it does have excellent reminder
and reinforcement capability.
141)
142)
Advertisers trying to reach a wide audience often need to buy time on several stations, and this has
been made easier by the “one–order, one–bill” system.
142)
143)
TiVo is a substantial threat to marketers because it allows consumers to skip commercials
completely.
143)
144)
The most powerful radio stations are called “superstations” and can deliver signals for long
distances.
144)
145)
The price of a 30–second prime time network television ad has increased, but the size of the
audience has increased as well.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Discuss three advantages and three disadvantages of advertising on radio.
147)
Discuss three advantages and three disadvantages of advertising on television.
148)
Describe the structure of the radio industry by naming and describing the elements of the structure.
149)
Name and describe the three major types of radio advertising.
150)
Describe the structure of the television industry by naming and describing the elements of the structure.
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and national advertisers.
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