Chapter 11 – Evaluation of Media: Television and Radio
1. (p. 365) Advertisers who want the ability to demonstrate how their product operates and
actually show its use are most likely to choose:
Chapter 11 – Evaluation of Media: Television and Radio
2. (p. 366) Television is a popular advertising medium among companies selling products and
services that are consumed by mass markets because it:
Chapter 11 – Evaluation of Media: Television and Radio
3. (p. 367) Mercedes Benz automobiles runs commercials for its expensive automobiles on the
A&E cable channel, which reaches a highly educated and upscale audience. This is an
example of how _____ is possible through television.
4. (p. 367) Audience selectivity on television is possible as a result of:
Chapter 11 – Evaluation of Media: Television and Radio
5. (p. 367) Which of the following factors makes it difficult for companies with small advertising
budgets to use television as part of their media mix?
6. (p. 367) An art gallery in a small town near Chattanooga, Tennessee, is hosting an “outsider
artist” sale and wants to invite people from the area to attend and buy the pieces made by
Tennessee artists. However, the television station also reaches viewers in northwest Georgia
and northeast Alabama, resulting in a lack of:
Chapter 11 – Evaluation of Media: Television and Radio
7. (p. 367) National advertisers are not limited to using only network television. Advertisers can
adjust their media strategies to take advantage of different geographic markets through _____
in specific market areas.
8. (p. 369) Which of the following statements about the length of television commercials is true?
Chapter 11 – Evaluation of Media: Television and Radio
9. (p. 369) Which of the following statements about commercial length is true?
10. (p. 369) An advertiser bought a 15-second spot during prime time, but realized that there was
very low recall for the advertisement. This could be due to:
Chapter 11 – Evaluation of Media: Television and Radio
11. (p. 370) Which of the following has contributed to the problem of advertising clutter on
television?
12. (p. 370) _____ refers to the practice of fast-forwarding through commercials on prerecorded
programs.
Chapter 11 – Evaluation of Media: Television and Radio
13. (p. 370) During ad breaks in TV programmes, some viewers change channels to avoid the
commercials. This is known as:
14. (p. 370) Rick likes to watch Tremors: The Series on the Sci-Fi channel and police car chase
videos on his local Fox affiliate. Both shows are on at the same time on Friday night. As soon
as commercials begin on one of the shows, he switches to the other. Rick is engaged in:
Chapter 11 – Evaluation of Media: Television and Radio
15. (p. 370) Donna gets impatient during long commercial breaks, so she often records shows
and fast-forwards through the commercials when she watches them. Donna engages in:
16. (p. 371) Which of the following is true about zapping?
Chapter 11 – Evaluation of Media: Television and Radio
17. (p. 371) Advertisers can prevent consumers from zapping commercials by:
18. (p. 371) One tactic that can be used by TV networks to hold viewers’ attention and inhibit
zapping is to:
Chapter 11 – Evaluation of Media: Television and Radio
19. (p. 372) The pervasiveness and intrusive nature of ____, as an advertising medium,
contributes to the high level of distrust consumers have for the ads that appear in it.
20. (p. 373) Which of the following is true?
Chapter 11 – Evaluation of Media: Television and Radio
21. (p. 373) The WB assembled a group of affiliated independent television stations to which it
supplied programming and other services. The WB is an example of a:
22. (p. 373) _____ are local TV stations to which a single television network supplies
programming and services.
Chapter 11 – Evaluation of Media: Television and Radio
23. (p. 373) A network supplies programming and services to a series of local TV stations, or
____, which contract to preempt time during specified hours for programming provided by
the networks and carry national advertising within their programming.
24. (p. 373) WSIX in Nashville, WDEF in Chattanooga, and WGNX in Atlanta all show CBS
programming. These local television stations that are associated with national television
networks are known as:
Chapter 11 – Evaluation of Media: Television and Radio
25. (p. 374) When an advertiser purchases airtime from a national network, the commercial is
transmitted across the nation through the affiliate station network. This is known as _____
advertising.
26. (p. 374) Which of the following statements about network advertising is true?
Chapter 11 – Evaluation of Media: Television and Radio
27. (p. 374) The buying period that takes place prior to the upcoming television season and
where networks sell much of their commercial time is referred to as:
28. (p. 374) In order to get advertising time on the most popular TV shows, major television
advertisers such as Coca-Cola, Ford, General Motors and State Farm must buy commercial
spots during the _____ market, before the season begins.
Chapter 11 – Evaluation of Media: Television and Radio
29. (p. 374) The buying period for television advertising time that runs throughout the television
season is known as the _____ market.
30. (p. 374) _____ refers to commercials on local television stations for which the advertisers
negotiate directly with the individual stations.
Chapter 11 – Evaluation of Media: Television and Radio
31. (p. 375) All nonnetwork television advertising by a national advertiser is known as _____
advertising.
32. (p. 375) Joe’s Garage, in Bayview, wants to advertise a special two-day promotional offer.
Which of the following methods of advertising should the garage use?
Chapter 11 – Evaluation of Media: Television and Radio
33. (p. 375) _____ are individuals who act as salespersons for a number of local stations and
represent them in their dealings with national advertisers.
34. (p. 375) Which of the following statements describes a problem encountered by national
advertisers when using spot advertising?
Chapter 11 – Evaluation of Media: Television and Radio
35. (p. 375) Which of the following statements about spot advertising is true?
36. (p. 375) Which of the following statements is true about spot advertising?
Chapter 11 – Evaluation of Media: Television and Radio
37. (p. 375) Most national advertisers:
38. (p. 375) _____ are shows that are sold or distributed on a station-by-station, market-by-
market basis.