Deck 9: Using Radio

Question 1

Because of radio's low cost and targeted format, it:

A)is the most utilized of all advertising media.
B)is more credible than all other media.
C)can react quickly to changing market conditions.
D)is an excellent supplemental medium to increase reach and frequency in specific target markets.
E)gives advertisers proximity to the sale.

Answer 1

D

Question 2

The affinity radio builds with listeners carries over to:

A)the ease agencies have in selling even more time to a client.
B)the credibility it lends to products or services advertised.
C)helping clients overlook the "background" phenomenon.
D)agencies overlooking the limited audience research information available.
E)station selection transition.

Answer 2

B

Question 3

Approximately how many commercial stations were on the air in the United States as of 2009?

A)15,000
B)12,000
C)8,500
D)13,500
E)6,000

Answer 3

D

Question 4

The Federal Communications Commission has assigned which of the following frequencies to AM radio?

A)88.1 to 107.9 kHz
B)540 to 1700 kHz
C)580 to 1600 GHz
D)540 to 1700 MHz
E)88.1 to 107.9 MHz

Question 5

Which of the following media has the greatest influence closest to the time of purchase?

A)direct mail
B)outdoor
C)POP displays
D)radio
E)TV

Question 6

A major problem for advertisers wishing to use radio is its:

A)lack of reach.
B)lack of flexibility.
C)fragmented audience.
D)declining listenership, especially during summer.
E)low creative costs.

Question 7

This type radio requires a special receiver, a subscription, and contains few, if any, commercials.

A)Internet
B)satellite
C)HD radio
D)3D radio
E)CD radio

Question 8

Each week, radio reaches about what percentage of all adults and teenagers?

A)94 percent, 91 percent
B)74 percent, 73 percent
C)64 percent, 63 percent
D)54 percent, 53 percent
E)34 percent, 33 percent

Question 9

The Federal Communications Commission has assigned which of the following frequencies to FM radio?

A)88.1 to 107.9 MHz
B)88.1 to 107.9 kHz
C)580 to 1600 GHz
D)540 to 1700 kHz
E)540 to 1700 MHz

Question 10

Before the Telecommunications Acts of 1996, the FCC limited ownership of radio stations to how many FM and AM stations with only one each in a given market?

A)35 FM, 35 AM
B)12 FM, 20 AM
C)7 FM, 7 AM
D)5 FM, 15 AM
E)10 FM, 20 AM

Question 11

Which two characteristics of radio give it the ability to react quickly to changing market conditions?

A)commercials and reach
B)immediacy and flexibility
C)pinpoint audience targeting and recency
D)overall reach and frequency
E)amplitude and frequency modulation

Question 12

From a marketing perspective, radio more readily and easily can appeal to prospects based on all of the following EXCEPT:

A)gender.
B)education level.
C)literacy level.
D)age.
E)financial status.

Question 13

The Telecommunications Act of 1996 said that either corporations or individuals could control as much as what percentage of the national market?

A)35 percent
B)7 percent
C)12 percent
D)49.5 percent
E)10 percent

Question 14

Radio more than virtually any other media:

A)creates an intimate, one-on-one relationship with prospects.
B)presents creative effects at a higher production cost than virtually any other medium.
C)is locked into the home and car, not proximate to the selling point.
D)has escaped the conglomeration movement evident in other media.
E)has suffered from effects of conglomeration.

Question 15

Radio uses a number of creative devices to substitute the ear for the eye in order to overcome its lack of visuals. Which of the following techniques could be used?

A)harmonics
B)smooth copy
C)long but rhythmic copy
D)increased amplitude
E)vivid description

Question 16

Electrical impulses broadcast by radio are called the:

A)amplitude.
B)modulation.
C)signal.
D)frequency.
E)watts.

Question 17

Because much radio listening takes place outside the home, it can reach:

A)consumers at the oddest times.
B)consumers where they are and where other media are not available.
C)consumers when they are preoccupied.
D)consumers when they are least receptive.
E)nontargeted consumers who come in the range of playing radios.

Question 18

One of the drawbacks to radio is:

A)its audiences are so small that you must make numerous buys to achieve acceptable frequency and reach.
B)its ability to target narrow audience segments.
C)supplemental media value at a much higher cost than all other media.
D)the technical problem of broadcast static.
E)abundance of confusing audience research.

Question 19

The future of the radio medium that delivers more personalized and specialized programming is quite bright, except for the fact that:

A)local stations won't survive satellite.
B)local stations won't survive internet systems.
C)transmission options are so limited.
D)advertisers may not fully use the new technological options.
E)further government restrictions on ownership will constrict growth.

Question 20

Radio provides advertisers options to reach especially which of the following audiences?

A)working men
B)heavy television viewers
C)working teenagers
D)retirees who have reentered the workforce
E)very narrowly defined niche prospects

Question 21

A major difference between the network arrangement in radio and television is that radio stations:

A)receive most of their revenue from non-profit advertisers.
B)can be associated with a number of radio networks simultaneously.
C)receive their programming from a single source.
D)receive most of their revenue from network spots.
E)do not have to worry about copyright laws or payments.

Question 22

Regarding amplitude modulation (AM), which of the following applies?

A)a method of transmitting electromagnetic signals by varying the height of the wave
B)can be heard at shorter distance, especially at night, than frequency modulated signals
C)quality of signal is superior to frequency modulation
D)quality of signal decreases the further away listeners are from a station
E)a method of changing variations in a sound wave by varying its frequency

Question 23

Which of the following is NOT mentioned as being among the major competitors radio has for local advertising dollars?

A)Yellow Pages
B)the Internet
C)direct response
D)newspapers
E)out-of-home

Question 24

If the information on the top 10 national spot radio advertisers in 2009 was any indication, the largest category of radio advertisers is:

A)large circulations newspapers.
B)telecommunication companies.
C)automobile companies.
D)pharmaceutical companies.
E)personal service companies.

Question 25

In 2008, national advertisers spent about how much money in spot radio advertising?

A)$500 million
B)$750 million
C)$5.5 billion
D)$8.5 billion
E)$11.5 billion

Question 26

Which of the following is NOT true of FM radio from about the close of WWII and for the next 30 years or so?

A)confined to non-commercial stations
B)Sound quality was beneath clarity provided by AM radio stations.
C)confined to classical stations
D)had few listeners
E)very little, if any, advertising revenue

Question 27

The dominant type of radio in terms of size of overall listening audience is:

A)FM.
B)not-for-profit.
C)AM.
D)PBS affiliates.
E)AM talk radio.

Question 28

Radio advertising dollars are heavily concentrated at the:

A)spot level.
B)national level.
C)local level.
D)national spot level.
E)network level.

Question 29

Spot radio provides national advertisers the:

A)ability to react quickly to changing competitive conditions.
B)ability to hit a broad segment of a non-segmented market.
C)ability to capitalize on large waste circulation.
D)ability to build share in a region.
E)ability to spend an even smaller portion of their annual advertising budget.

Question 30

Which of the following is NOT an advantage that satellite links bring to local affiliated stations?

A)ability to have celebrities they otherwise could not afford
B)receiving guaranteed quality programming they otherwise could not afford
C)receiving quality programming based on the latest audience data matching a particular format
D)increased costs for personnel and programming
E)increased national ad revenues

Question 31

As group ownership became the rule rather than the exception, the major radio group executives promised advertisers:

A)more segmented audiences.
B)better service and more efficient buying procedures.
C)they could more easily deal with several knowledgeable independent reps.
D)more uniform programming.
E)none of the above

Question 32

Which of the following was the top national radio advertiser in 2009?

A)GM
B)Walmart Stores
C)Verizon Communications
D)GE
E)Berkshire Hathaway

Question 33

One advantage satellite links bring even to small radio stations is:

A)uniform billing options.
B)the opportunity for national advertising dollars as part of a network.
C)a resurgence in serialized programming featuring crime fighters.
D)a resurgence in dramatic and comedy programming.
E)superior content without additional talent or fees.

Question 34

A competent media planner would look increasingly at network radio to:

A)double the amount of dollars spent so they reach $28 billion.
B)extend reach to working men and light users of other media.
C)build greater brand awareness through inexpensive additional frequency to prime target audiences.
D)act as the primary vehicle for a campaign.
E)extend reach to working women and light users of other media.

Question 35

Despite advantages consolidation brings to the mega-owners of radio stations, it doesn't eliminate:

A)competition radio must overcome to earn advertising dollars.
B)competition radio faces from the independent rep companies.
C)scrutiny radio faces from FDA.
D)scrutiny radio faces from the FTC.
E)scrutiny by Congress.

Question 36

Based on the information about the top 10 national radio advertisers in 2009, which category spent the most money?

A)pharmaceuticals
B)retail
C)automobile
D)industrial
E)media

Question 37

The number of waves that pass a given point in a given period of time is called:

A)amplitude.
B)modulation.
C)frequency.
D)signal.
E)power.

Question 38

Regarding frequency modulation (FM), which of the following applies?

A)a method of transmitting electromagnetic signals by varying the frequency of the wave
B)Its wave is 20 times smaller than the width of an AM wave.
C)Quality of signal is inferior to amplitude modulation.
D)Sound varies according to the height of a sound wave.
E)Sound wave clarity increases the further away from the source a listener is.

Question 39

Advantages that network radio offers, which are similarly offered by network television, include all of the following EXCEPT:

A)preparation of a single insertion order for multiple stations.
B)uniform quality of production for commercials on all stations.
C)guarantee of no more than 25 percent increase in cost of time for the next year.
D)payment of a single invoice.
E)economical reach.

Question 40

The format carried by more U.S. radio stations than any other is:

A)jazz.
B)hip-hop.
C)country.
D)classic rock.
E)talk.

Question 41

Radio provides advertisers options to reach very narrowly defined targeted prospects.

Question 42

Unlike TV, radio maintains consistent listening patterns during the day and year.

Question 43

Radio executives have begun to view the future of radio as an Internet business.

Question 44

Compared to television ratings, radio ratings:

A)focus on narrower formats.
B)focus on broad formats.
C)tend to measure audience accumulation over relatively briefer periods of time.
D)measure audience accumulation over primary dayparts.
E)are more reliable because of the size of audiences for individual stations.

Question 45

Radio audience ratings use ________ to report audiences within a geographic area.

A)MSA and TSA
B)Arbitron
C)RADAR
D)cume
E)Apollo Index

Question 46

If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.

Question 47

The future of radio is bright for delivery of more specialized and personalized programming, but the form its transmission will take is unclear.

Question 48

For radio, drivetimes are:

A)10:00 a.m. to 3:00 p.m.
B)7:00 p.m. to 12:00 a.m.
C)7 to 9 in the morning.
D)3 to 7 in the afternoon.
E)4 to 6 in the afternoon.

Question 49

Light television viewers spend less time with radio than they do with TV.

Question 50

If you wanted to have your advertising message be a clean, crisp experience with the least interference because of atmospheric conditions, you'd likely choose an AM station.

Question 51

Which of the elements listed would not be examined before executing a radio buy?

A)longevity of the medium
B)ownership of the medium
C)ability of radio to effectively carry out the basic advertising and marketing strategy
D)determination of the vitality of the format
E)determination whether audience preferences match higher profile talent

Question 52

The number of commercials on radio has always been less than that on television.

Question 53

If your product category has broad appeal, to gain effective reach and frequency, you must buy several networks or radio stations.

Question 54

A cume rating would:

A)provide the proportion of people with a radio listening to a specific station.
B)provide the percentage of different people listening to a station during several quarter-hours or dayparts.
C)provide a rating for the number of people from a particular region listening to a particular station.
D)provide an estimate of the number of people tuned to a particular station during the first five minutes of a particular hour.
E)provide the total radio households for a listening segment.

Question 55

Because radio lacks a visual component, it lacks impact that other media have.

Question 56

To make an effective radio buy, you would use the following basic audience measure(s).

A)Arbitron
B)MSA
C)AQH
D)cume
E)TSA

Question 57

Unique characteristics of a radio buy include all of the following EXCEPT:

A)every radio buy is itself unique.
B)advertising inventory is durable.
C)pricing is a point of negotiation between media buyers and radio salespersons.
D)almost all advertising is sold in packages of spots tailored to each advertiser.
E)a spot unsold is revenue lost forever.

Question 58

Arbitron is testing the PPM, which:

A)is being used in 20 of the largest radio markets.
B)collects data every other hour, every other day.
C)increases the need for accurate diary loggings.
D)is slightly more intrusive for participants.
E)will be used in an additional 20 of the next largest radio markets.

Question 59

Until the mid-1950s, radio was primarily a local medium.

Question 60

The average rating for a top radio station would be?

A)1 to 3
B)6 to 7
C)11 to 14
D)18 to 24
E)27 to 32

Question 61

For AM radio, survival will likely continue to depend on expansion of talk radio.

Question 62

A fundamental marketing strategy for radio has been to promote its ability to successfully work with other media to increase reach and frequency, which is an example of why radio is often referred to as a ________ medium.

Question 63

Although country is the format carried by more stations than any other, its listenership is only about 2000 stations.

Question 64

Rating periods in a specific radio market last typically for 10 weeks.

Question 65

The most important trend in radio during the past 30 years has been the growth of FM radio audiences and advertising revenues.

Question 66

Called ________, it refers to the number of commercials and the amount of nonprogram content on radio.

Question 67

Radio ________ is the number of radio waves that pass a given point in a given period.

Question 68

Because of the nature of radio audiences, a change in one rating point for a station could make a significant difference in its rankings among stations in the same market.

Question 69

One major limitation on radio that advertisers of specific types of products must remember is that radio is above all else a medium that uses the power of sound rather than a ________ medium that uses the power of images.

Question 70

Among the major differences between Arbitron and RADAR is that Arbitron measures radio audiences in local markets and RADAR is interested in radio network ratings.

Question 71

Despite ownership consolidation, competition for local advertising has not diminished.

Question 72

The height of an electronic wave is called ________, which has both range and speed.

Question 73

Dollars received from radio network and spot advertising far exceed the revenue from local advertising.

Question 74

Because radio advertising inventory is flexible, when a spot is unsold, a rep has a chance to make a sweet deal.

Question 75

Fundamentals of buying radio are unique in comparison with a buy in other media.

Question 76

A similar budget, even a similar number of spots placed in different dayparts across many stations can deliver different levels of cumes, reach, frequency, and demographics.

Question 77

CBS Radio, Inc. and Clear Channel are examples of ________, who received a "go-ahead" from the FCC to purchase and thus control as much as 35 percent of the national radio market.

Question 78

Spot radio provides advertisers the opportunity to react quickly to changing competitive challenges and to hit narrowly segmented markets with little waste circulation.

Question 79

The Arbitron Company provides audience data in about 300 local markets through use of listener diaries.

Question 80

The nature of radio makes station ratings even more critical to advertisers than those for networks.