Chapter 11 – Evaluation of Media: Television and Radio
39. (p. 375) _____ are reruns of network shows that are bought by individual stations to
broadcast.
40. (p. 375) When Dodi watches old episodes of Friends and Everybody Loves Raymond on her
local TV station while she eats her evening meal, she is watching:
Chapter 11 – Evaluation of Media: Television and Radio
41. (p. 375) Which of the following statements about off-network syndication is true?
42. (p. 375) Shows such as Judge Judy and Entertainment Tonight are produced specifically for
the syndication market. This is referred to as:
Chapter 11 – Evaluation of Media: Television and Radio
43. (p. 375) _____ refers to shows produced specifically for the syndication market.
44. (p. 376) The arrangement under which syndicated programs are offered free or at a reduced
rate to local stations but with some advertising time presold to national advertisers is known
as:
Chapter 11 – Evaluation of Media: Television and Radio
45. (p. 376) Barter syndication is also called:
46. (p. 376) Which of the following statements is true about syndication?
Chapter 11 – Evaluation of Media: Television and Radio
47. (p. 376) Under a _____ arrangement, national advertisers can participate in the syndication
market with the convenience of a network-type buy while local stations get free programming
as well as some advertising time to sell to local or spot advertisers.
Chapter 11 – Evaluation of Media: Television and Radio
49. (p. 376) A disadvantage associated with the use of syndicated shows for advertising is:
do.
50. (p. 376) Which of the following is a disadvantage of syndication?
Chapter 11 – Evaluation of Media: Television and Radio
51. (p. 377) In the early days of television, the production and content of most television
programs was the responsibility of:
52. (p. 377) Why does a company like Hallmark choose to sponsor the television adaptation of
classic books such as Sara: Plain and Tall?
Chapter 11 – Evaluation of Media: Television and Radio
53. (p. 377) With ____, advertisers assume responsibility for the production and usually the
content of the program as well as the advertising that appears within it.
54. (p. 377) Companies prefer sponsorship arrangements for buying advertising time because it:
Chapter 11 – Evaluation of Media: Television and Radio
55. (p. 377) A consortium of nine major advertisers recently joined Television Production
Partners, a new venture that develops movies, specials, and limited-run series for television.
The members will choose the programs they want to be involved with and take a portion of
the commercial spots during these shows. The nine advertisers are using a(n) _____ type of
advertising arrangement.
56. (p. 377) Most network television advertising time is sold as:
Chapter 11 – Evaluation of Media: Television and Radio
57. (p. 377) Advertisers have little control over the placement of their commercials within a
program when they advertise using a(n) _____ arrangement.
58. (p. 378) The television time period available to local stations right before or after network
programming is called:
Chapter 11 – Evaluation of Media: Television and Radio
59. (p. 378) _____ are the various time periods or segments into which a broadcast day is
divided.
60. (p. 377) Morning, daytime, prime time and late fringe are all examples of:
Chapter 11 – Evaluation of Media: Television and Radio
61. (p. 378) Which of the following is true for participations?
62. (p. 378) Which television daypart has the highest rates and is dominated by national
advertisers?
Chapter 11 – Evaluation of Media: Television and Radio
63. (p. 378) The television daypart that attracts the largest viewing audience is:
64. (p. 379) _____ are independent local television stations that send their signals via satellite to
cable operators to make available to their subscribers.
Chapter 11 – Evaluation of Media: Television and Radio
65. (p. 379) The major reason for the decline in the viewing audiences of the three major
networks is:
66. (p. 381) An arrangement where a group of cable systems in a geographic area are joined
together for advertising purposes is known as:
Chapter 11 – Evaluation of Media: Television and Radio
67. (p. 381) The growth in spot cable advertising has been facilitated by the use of:
68. (p. 381) Which of the following statements concerning advertising on cable television is
true?
Chapter 11 – Evaluation of Media: Television and Radio
69. (p. 382) Advertising on television to specialized audiences is known as _____ and has been
made possible by ____.
70. (p. 383) For advertisers, the _____ is one disadvantage of cable television as compared to
network television.
Chapter 11 – Evaluation of Media: Television and Radio
71. (p. 383) Cable networks such as CNN that can transmit multiple channels from one network
engage in:
72. (p. 385) The price for commercial time charged by a television network is largely a function
of a program’s:
Chapter 11 – Evaluation of Media: Television and Radio
73. (p. 385) The sole source of network television and local audience information is:
74. (p. 386) The number of households in a market area that own a television set is referred to
as: