Deck 11: Evaluation of Media: Television and Radio

Question 1

Nielsen's current C3 ratings track individual ads and specific time slots.
Nielsen's current C3 ratings do not track individual ads or specific time slots, but rather offer an average viewership of all the national commercial minutes in a program. Many advertisers now pay for advertising time on network shows based on Nielsen measures of how many viewers watched commercials live and on DVR-recorded playback within three days of the airing of the show.

Answer 1

False

Question 2

Spot advertising is more easily acquired by national advertisers than local ones.
A major problem for national advertisers is that spot advertising can be more difficult to acquire, since the time must be purchased from a number of local stations. Moreover, there are more variations in the pricing policies and discount structure of individual stations than of the networks.

Answer 2

False

Question 3

The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population.
The average quarter-hour rating (AQH RTG) expresses the estimated number of listeners as a percentage of the survey area population. The average quarter-hour share (AQH SHR) is the percentage of the total listening audience tuned to each station.

Answer 3

True

Question 4

The interaction of sight and sound in TV commercials offers creative flexibility.
The interaction of sight and sound offers tremendous creative flexibility and makes possible dramatic, lifelike representations of products and services. TV commercials can be used to convey a mood or image for a brand as well as to develop emotional or entertaining appeals that help make a dull product appear interesting.

Question 5

Increased penetration of DVRs has led to increased zapping of commercials.
Zapping refers to changing channels to avoid commercials. Zipping occurs when viewers fast-forward through commercials as they play back a previously recorded program. With the increased penetration of DVRs, more people are watching recorded shows and fast-forwarding through the commercials.

Question 6

Radio commercials are expensive to produce.
One of the main strengths of radio as an advertising medium is its low cost. Radio commercials are very inexpensive to produce.

Question 7

Ratings points can be used by advertisers as measures for audience size and commercial rates.
A ratings point represents 1 percent of all the television households in a particular area tuned to a specific program. Advertisers also follow ratings closely, since they are the key measure for audience size and commercial rates.

Question 8

Advertisers who are seeking a very specific, often small, target audience find the coverage of TV to be more cost effective as the coverage extends beyond their market.
Advertisers who are seeking a very specific, often small, target audience find the coverage of TV often extends beyond their market, reducing its cost effectiveness. Geographic selectivity can be a problem for local advertisers such as retailers, since a station bases its rates on the total market area it reaches.

Question 9

Radio has evolved into a primarily local advertising medium.
Radio has evolved into a primarily local advertising medium. Network advertising generally accounts for less than 5 percent of radio's revenue.

Question 10

The first-run syndication market does not include shows that did not make it as network shows.
First-run syndication refers to shows produced specifically for the syndication market. The first-run syndication market is made up of a variety of shows, including some that did not make it as network shows.

Question 11

Designated market areas (DMAs), in practice, are usually overlapping.
DMAs are nonoverlapping areas used for planning, buying, and evaluating TV audiences and are generally a group of counties in which stations located in a metropolitan or central area achieve the largest audience share. Nielsen Station Index (NSI) reports information on viewing by time periods and programs and includes audience size and estimates of viewing over a range of demographic categories for each DMA.

Question 12

Radio often provides advertisers with a very receptive environment for their advertising messages.
Radio often provides advertisers with a very receptive environment for their advertising messages. The study found that radio listeners have a unique relationship with radio as a medium. Listeners are more emotionally connected to radio stations to which they often listen.

Question 13

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.
Because of its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products. Companies with widespread distribution as well as availability of their products and services use TV to reach the mass market and deliver their advertising messages at a very low cost per thousand.

Question 14

Audience share is always higher than the program rating unless all the households have their sets turned on.
Audience share is the percentage of households using TV in a specified time period that are tuned to a specific program. Audience share is always higher than the program rating unless all the households have their sets turned on (in which case they would be equal).

Question 15

In network advertising, the advertiser has to deal with only one party or media representative to air a commercial nationwide.
A major advantage of network advertising is the simplification of the purchase process. The advertiser has to deal with only one party or media representative to air a commercial nationwide.

Question 16

Zero-TV households are homes that have stopped paying for cable and satellite TV service and do not even use an antenna to get free signals over the airways.
Zero-TV households are homes that have stopped paying for cable and satellite TV service and do not even use an antenna to get free signals over the airways. These households may rely on the Internet to watch TV on their computers or mobile devices.

Question 17

Scatter market is a buying period that occurs before the TV season begins.
Scatter market that runs through the TV season. Up-front market is a buying period that occurs before the TV season begins.

Question 18

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.
A drawback of radio as a medium for advertising is the high level of audience fragmentation due to the large number of stations. The percentage of the market tuned to any particular station is usually very small. The top-rated radio station in many major metropolitan areas with a number of AM and FM stations may attract less than 10 percent of the total listening audience.

Question 19

When a network assembles a series of affiliated local TV stations, the networks share the advertising revenue they receive during these time periods with the affiliates.
A network assembles a series of affiliated local TV stations, or affiliates, to which it supplies programming and services. The networks share the advertising revenue they receive during these time periods with the affiliates.

Question 20

RADAR measurements are based on information collected throughout the year by means of diary interviews.
RADAR measurements are based on information collected throughout the year by means of diary interviews from a probability sample of 200,000 respondents age 12 and older who live in telephone households. Respondents are instructed to record all radio listening as well as the day of the week, time of day, and location for a one-week period.

Question 21

Rick likes to watch two television programs that air at the same time on different channels. He simultaneously watches both programs by switching during commercial breaks. In this scenario, Rick is engaging in:

A)narrowcasting.
B)zooming.
C)multiplexing.
D)zipping.
E)zapping.

Question 22

Which of the following is an inherent disadvantage of television advertising?

A)Fleeting nature of messages
B)Lack of cost efficiency
C)Lack of flexibility
D)Limited captivity
E)Limited coverage

Question 23

Which of the following statements about network advertising is true?

A)Using network advertising significantly complicates the purchase of television media time for national advertisers.
B)Network advertising is cheaper and more selective than local advertising.
C)The high cost of network time can be a drawback to advertisers with limited media budgets.
D)National advertisers have to negotiate with both the network and local affiliates when they want to make a media buy.
E)Network advertising is less effective than spot advertising for mass consumption products.

Question 24

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:

A)the presence of commercial clutter.
B)the lack of demographic selectivity of television.
C)the low reach of television.
D)the inherent deficiencies of television as a communication medium.
E)message source alienation.

Question 25

An art gallery in a small town is hosting an "outsider artist" sale and wishes to invite people from the area to attend and buy the pieces made by artists based in the nearby locality. However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of:

A)clutter control.
B)noise filters.
C)audience measures.
D)geographic selectivity.
E)zipping capabilities.

Question 26

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

A)Zipping
B)Zapping
C)Multiplexing
D)Narrowcasting
E)Zooming

Question 27

Which of the following is true of television as an advertising medium?

A)Television advertising is highly expensive and typically not cost efficient.
B)Television has often been criticized for being a nonselective medium.
C)Television as an advertising medium is typically not intrusive.
D)Television advertising is considered to be highly inflexible.
E)Television offers a greater range of geographic selectivity.

Question 28

Which of the following statements about the length of television commercials is true?

A)Commercials have become longer as the demand for broadcast time has dwindled.
B)Commercial length is increasing and 60-second spots are typically considered the norm.
C)Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.
D)Commercial length is increasing as the cost of ad space decreases.
E)The number of 60-second commercials has declined due to the networks' desire to sell more ads and restrict clutter.

Question 29

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them later. Donna engages in:

A)pulsing.
B)zooming.
C)encoding.
D)zipping.
E)zapping.

Question 30

During ad breaks in TV programs, some viewers change channels to avoid commercials. This practice is known as:

A)multiplexing.
B)zapping.
C)narrowcasting.
D)time shifting.
E)zipping.

Question 31

Advertisers can prevent consumers from zapping commercials by:

A)introducing "commercial-free" programming.
B)producing commercials that are meaningful.
C)utilizing 60-second commercials.
D)introducing the concept of zipping.
E)opting for local advertising.

Question 32

Which of the following is true about zapping?

A)Zapping occurs only with radio stations.
B)Zapping occurs when viewers fast-forward through commercials as they play back a previously recorded program.
C)Zapping has reduced due to the introduction of remote controls for television sets.
D)Zapping has also been fueled by the 24-hour continuous-format programming on cable channels.
E)Zapping is synonymous with zipping.

Question 33

Which of the following is an advantage of network advertising?

A)It simplifies the purchase process.
B)It enables advertisers to reach local and regional markets.
C)It reduces the cost of prime-time advertising.
D)It enables advertisers to target concentrated markets.
E)It reduces the extent of advertising clutter.

Question 34

The buying period that takes place before the TV season begins and where networks sell much of their commercial time is referred to as the:

A)scatter market.
B)regional market.
C)off-network market.
D)spot market.
E)up-front market.

Question 35

Which of the following statements about commercial length is true?

A)Fifteen-second spots are the most common commercial length.
B)Increasing media costs have resulted in advertisers preferring shorter commercials.
C)Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials.
D)Fifteen-second spots typically sell for about the same amount as 30-second spots.
E)Most 15 second commercials are being converted to 5 second commercials that are known as split commercials.

Question 36

Which of the following factors makes it difficult for small-size advertisers to use television as part of their media mix?

A)Television programs do not reach their intended target markets.
B)The lack of knowledge among small ad agencies on how to produce TV commercials.
C)The high costs of producing and airing television commercials.
D)The limited creative options available through television.
E)The lack of captivity and attention that TV advertising provides.

Question 37

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A)has a low absolute cost.
B)has the ability to reach large audiences in a relatively cost-efficient manner.
C)has a high level of geographic selectivity.
D)is very easy to develop creative television advertising.
E)has the power to eliminate the problem of commercial advertising clutter.

Question 38

TV is a popular medium among companies selling mass-consumption products because of:

A)its capacity to reach a precisely defined market segment.
B)its capacity to eliminate the problem of commercial clutter.
C)its ability to reinforce radio messages through adjacency techniques.
D)its ability to reach large audiences in a cost-efficient manner.
E)its ability to prevent the zipping and zapping effects.

Question 39

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.

A)satellite networks
B)interconnects
C)affiliates
D)station reps
E)regional networks

Question 40

_____ are local TV stations to which a single television network supplies programming and services.

A)Syndicates
B)Adjacencies
C)Full-run spots
D)Affiliates
E)Zappers

Question 41

Spot advertising is:

A)mostly confined to station breaks between programs on network-originated shows.
B)used only by local advertisers.
C)subject to less clutter than network advertising.
D)easier to buy than advertising on national networks.
E)airtime sold to local firms such as retailers, restaurants, banks, and auto dealers.

Question 42

John Inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. However, the company was able to purchase 15 second spots at a higher than average price. In this scenario, John Inc. is likely to have purchase airtime in the:

A)up-front market.
B)scatter market.
C)spot market.
D)local market.
E)rep market.

Question 43

Barter syndication is also called:

A)advertiser-supported syndication.
B)station-sponsored syndication.
C)up-market syndication.
D)first-run programming.
E)presold programming.

Question 44

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

A)Network advertising
B)Spot advertising
C)Regional advertising
D)Syndicated advertising
E)Rep advertising

Question 45

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

A)Spot advertising prevents national advertisers from adjusting to local market conditions.
B)Spot advertising cannot be used as part of the advertiser's cooperative advertising programs.
C)Spot advertising is typically more expensive than nonnetwork advertising.
D)Spot advertising is usually characterized by significant variations in pricing and discount policies.
E)Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.

Question 46

_____ refers to shows produced specifically for the syndication market.

A)Off-network syndication
B)Up-front syndication
C)Special-purpose syndication
D)First-run syndication
E)Rerun syndication

Question 47

_____ are reruns of network shows that are bought by individual stations to broadcast.

A)Off-network syndications
B)Sponsorships
C)First-run syndications
D)Network spots
E)Local syndications

Question 48

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

A)sponsorship
B)participation
C)barter syndication
D)local syndication
E)spot syndication

Question 49

A disadvantage associated with the use of syndicated shows for advertising is:

A)that syndicates do not supply as much research information as the networks do.
B)their negative effect on zipping and zapping.
C)their popularity is limited to Gen Xers.
D)that syndicates are not popular in rural areas and among the older generation.
E)their lack of popularity when compared to network shows in certain dayparts, such as daytime, early prime time, and late fringE.Syndication has certain disadvantages.The audience for some syndicated shows is often older and more rural, and syndicators do not supply as much research information as the networks do.

Question 50

Which of the following statements about spot advertising is true?

A)It is subject to less commercial clutter than network advertising.
B)It is used only by national advertisers.
C)It is generally more expensive than network advertising.
D)It is used only by local advertisers.
E)It offers the national advertiser flexibility in adjusting to local market conditions.

Question 51

In order to obtain advertising time on Master Quiz, a popular TV show, Bedazzle Cosmetics, bought a commercial spot before the new season of Master Quiz began. With respect to the given scenario, Bedazzle Cosmetics bought the commercial space during the _____ market.

A)up-front
B)continual
C)scatter
D)zipping
E)spot

Question 52

Which of the following is true of national spot advertising?

A)It deals only with airtime sold to banks and commercial institutions.
B)It is a type of nonnetwork advertising.
C)It deals only with airtime sold to auto dealers.
D)It is highly inflexible.
E)It is synonymous with local advertising.

Question 53

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:

A)off-network syndication.
B)first-run syndication.
C)barter syndication.
D)sponsorship.
E)participation.

Question 54

Which of the following statements is true about syndication?

A)Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)First-run syndication is the only form of syndicated programming.
C)Syndication has become a major business that generates revenue comparable to the major networks.
D)National advertisers rarely use syndicated programs.
E)Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Question 55

_____ are shows that are sold or distributed on a station-by-station, market-by-market basis.

A)Interconnects
B)Adjacencies
C)Affiliate programs
D)Participation programs
E)Syndicated programs

Question 56

Prison, a popular television show, is purchased by three individual stations and re-run in different parts of the country. This system of purchasing and airing network shows are known as:

A)off-network syndications.
B)shortwave syndications.
C)first-run syndications.
D)network syndications.
E)beam syndications.

Question 57

Which of the following statements about off-network syndication is true?

A)Off-network syndication shows are an important source of quality programming for local stations.
B)Off-network syndication shows are an insignificant source of revenue to the studios that produce them.
C)Off-network syndication shows are usually low budget, low-quality programs.
D)The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)Off-network syndication refers to shows produced specifically for the syndication market.

Question 58

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

A)up-front
B)spot
C)scatter
D)interconnected
E)local

Question 59

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

A)Station managers
B)Affiliates
C)Negotiators
D)Station reps
E)Sponsors

Question 60

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market. This is referred to as:

A)off-network syndication.
B)first-run syndication.
C)special-purpose syndication.
D)spot syndication.
E)affiliate syndication.

Question 61

With respect to common television dayparts for eastern and Pacific time zones, the slot between 7:00 P.M.-8:00 P.M. from Monday through Saturday is called:

A)overnight.
B)late fringe.
C)early news.
D)prime access.
E)early fringE.TV time periods are divided into dayparts, which are specific segments of a broadcast day.The time segments that make up the programming day vary from station to station.However, with respect to the typical classification of dayparts for a weekday the slot between 7:00 P.M.-8:00 P.M.from Monday through Saturday is called prime access.

Question 62

Which of the following is true for participations?

A)In participations, advertisers have financial responsibility for production of the program.
B)Participations involve long-term commitment on the part of advertisers.
C)Participations offer advertisers a lower reach than sponsorships.
D)In participations, advertisers have little control over the placement of ads.
E)Participations are not suitable for small advertisers with limited budgets.

Question 63

In the early days of television, the production and content of most television programs was the responsibility of:

A)the networks.
B)the local affiliate.
C)corporations that sponsored the shows.
D)independent production companies.
E)the syndicates.

Question 64

The television daypart that attracts the largest viewing audience is:

A)daytime.
B)early fringe.
C)early news.
D)overnight.
E)prime timE.Prime time draws the largest audiences, with 8:30 to 9 p.m.being the most watched half-hour time period and Sunday the most popular night for television.Since firms that advertise during prime time must pay premium rates, this daypart is dominated by the large national advertisers.

Question 65

Most advertisers prefer buying their network advertising time as participation over sponsorships because:

A)they want long term commitment to a program.
B)they want greater financial responsibility for production of a program.
C)they want greater flexibility than sole sponsorship permits.
D)they want a greater concentrate for their advertising budget.
E)they want greater control over the placement of ads.

Question 66

With respect to common television dayparts for eastern and Pacific time zones, the slot between 11:00 P.M.-11:30 P.M. from Sunday through Saturday is called:

A)late fringe.
B)early fringe.
C)prime access.
D)prime time.
E)late news.

Question 67

With respect to common television dayparts for eastern and Pacific time zones, the slot between 11:30 P.M.-2:00 A.M. from Monday through Friday is called:

A) late fringe.
B) early fringe.
C) late news.
D) early news.
E) prime access.

Question 68

The major reason for the decline in the viewing audiences of the four major networks is:

A)the widespread use of videocassette recorders.
B)the growth of cable television.
C)poor programming.
D)the exponential growth of clutter.
E)changes in cultural values, which are reducing television viewing timE.Much of the growth in cable audiences has come at the expense of the four major networks.Cable channels now have more of the prime-time viewing audience than the major networks.Many cable stations have become very popular among consumers, leading advertisers to reevaluate their media plans and the prices they are willing to pay for network and spot commercials on network affiliate stations.

Question 69

Which television daypart has the highest rates and is dominated by national advertisers?

A)Daytime
B)Early fringe
C)Prime time
D)Late news
E)Late fringe

Question 70

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, take responsibility for production, and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement.

A)sponsorship
B)participation
C)adjacency
D)off-network syndication
E)countertrade

Question 71

Typically, most network television advertising time is sold as:

A)sponsorships.
B)participations.
C)adjacencies.
D)spot announcements.
E)affiliated offerings.

Question 72

With _____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

A)participations
B)sponsorships
C)adjacencies
D)syndications
E)countertrades

Question 73

Morning, daytime, prime time and late fringe are all examples of:

A)television dayparts.
B)types of spot beaming.
C)types of network syndication.
D)run-of-station spots.
E)up-front markets.

Question 74

With respect to common television dayparts for eastern and Pacific time zones, the slot between 5:00 P.M.-7:00 P.M. from Monday through Saturday is called:

A)early fringe.
B)late fringe.
C)early news.
D)prime access.
E)prime timE.TV time periods are divided into dayparts, which are specific segments of a broadcast day.The time segments that make up the programming day vary from station to station.However, with respect to the typical classification of dayparts for a weekday the slot between 5:00 P.M.-7:00 P.M.from Monday through Saturday is called early news.

Question 75

_____ are the various time periods or segments into which a broadcast day is divided.

A)Adjacencies
B)Pulse days
C)Spots
D)Dayparts
E)Spot beams

Question 76

Which of the following is defined as the television time period available to local stations right before or after network programming?

A)Adjacencies
B)Participations
C)Sponsorships
D)Affiliates
E)Sweeps

Question 77

Which of the following is a disadvantage of syndication?

A)Syndicated shows are often aired during an undesirable time period.
B)Syndicated shows offer no advantages to national advertisers.
C)Syndicated shows are often more expensive than network shows.
D)Syndicated shows reach a limited audience and generate limited ad revenue.
E)Syndicated shows do not benefit local television stations.

Question 78

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

A)sponsorship
B)participation
C)daypart
D)exclusivity
E)run-of-station

Question 79

Companies prefer sponsorship arrangements for buying advertising time because:

A)it allows companies to capitalize on the image of a high-quality program.
B)it gives the advertiser less control over the placement and the length of its commercials.
C)it is relatively inexpensive.
D)sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply.
E)it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.

Question 80

With respect to common television dayparts for eastern and Pacific time zones, the slot between 3:00 P.M.-5:00 P.M. from Monday through Friday is called:

A)prime access.
B)early fringe.
C)prime time.
D)early news.
E)late news.