Question 1

Of the options below, cable and _____ are the two transmission media that now provide an almost endless variety of programming and specialinterest channels, defining the potential for market segmentation.

Accepted Answer

Cable and satellite are the two transmission media that have significantly expanded the variety of programming and special interest channels available, allowing for greater market segmentation.

Question 2

Direct response advertisers utilize television for which of the following:

Accepted Answer

Direct response advertisers use television for a variety of purposes including selling products, services, or political campaigns, generating inquiries, and supporting other media, making all of the options correct.

Question 3

Direct response marketers need to be mindful that television viewers have one of two objectives. Information and ________.

Accepted Answer

Direct response marketers understand that television viewers are typically seeking either information or entertainment. While information relates to learning about products, services, or topics of interest, entertainment is about enjoying the viewing experience, which can influence how marketers design their advertisements to capture the audience's attention.

Question 4

The "reach" of a local TV station can describe geographic markets differentiated by _____________.

Accepted Answer

The "reach" of a local TV station is often defined by geographic markets, which can be differentiated by zip codes, as these codes represent specific areas within a region.

Question 5

As noted in the text, like empty seats on a departing airplane, television time is
________________.

Accepted Answer

Television time is considered perishable because, like empty seats on a departing airplane, once the time has passed, it cannot be sold or used again.

Question 6

Gross rating points are a combination of _________ and __________ measures.

Accepted Answer

Gross rating points (GRPs) are a measure used in advertising to quantify the reach and frequency of an ad campaign. Reach refers to the percentage of the target audience exposed to the ad, while frequency refers to the number of times the audience is exposed to the ad.

Question 7

The number of people exposed to vehicles carrying a specific ad is referred to as which of the following __________.

Accepted Answer

Reach refers to the total number of different people or households exposed, at least once, to a medium or an advertisement over a given period. It's a measure of the breadth of audience an ad can impact, rather than the frequency of exposure.

Question 8

Which of the following most accurately explains how direct marketers calculate cost per response?

Accepted Answer

Direct marketers calculate cost per response by dividing the total cost of a direct marketing campaign by the number of responses (such as inquiries, leads, or sales) that the campaign generates. This metric helps in evaluating the efficiency and effectiveness of the campaign.

Question 9

Infomercials can best be characterized as:

Accepted Answer

Infomercials are longform television advertisements, typically lasting longer than a traditional commercial break. They are designed to promote a product or service in detail.

Question 10

The average radio listener "tunes in regularly to less than _________ stations."

Accepted Answer

The average radio listener tunes in regularly to less than three stations, indicating a preference for a small, familiar set of options rather than a broad variety.

Question 11

An arrangement under which the radio station runs commercial messages, at its own discretion, in return for remuneration from a direct response advertiser for each sale or inquiry produced is referred to as __________.

Accepted Answer

Per inquiry advertising is a model where advertisers pay for their commercials based on the number of inquiries or responses generated from the airing of their ads, rather than paying a flat fee for the commercial airtime. This arrangement is beneficial for direct response advertisers who are focused on generating immediate responses from listeners.

Question 12

Radio is considered to be the most __________ of all response media in that it requires relatively little in the way of preparation.

Accepted Answer

Radio is considered flexible because it requires relatively little preparation compared to other media, making it easy to use and adapt for different purposes.

Question 13

It is easy to segment television audiences because:

Accepted Answer

With the proliferation of channels, television programming and advertisements can be specifically tailored to cater to the interests of different demographic groups, allowing for more effective audience segmentation.

Question 14

Which of the following is not a characteristic of infomercials:

Accepted Answer

Infomercials typically air during off-peak hours, such as early morning or late night, to save on advertising costs, making prime time slots less common for them.

Question 15

Radio can achieve audience segmentation through

Accepted Answer

Radio can achieve audience segmentation through program loyalty, station loyalty, and time of day, as these factors influence when and why different listeners tune in, allowing for targeted content and advertising.

Question 16

Internet Radio provides all of the following except:

Accepted Answer

Internet radio does not inherently involve high testing costs; it typically offers increased competition, personalization, and advertising opportunities.

Question 17

In the creation process of digital videos, it is important for video content to stem from ________.

Accepted Answer

Consumer research is crucial in the creation process of digital videos as it helps in understanding the target audience's preferences, needs, and behaviors, ensuring the content is relevant and engaging.

Question 18

The following is a good measure of the success of digital video advertisements:

Accepted Answer

All of the options (views, active sharing, comments) are good measures of the success of digital video advertisements as they indicate engagement and reach.

Question 19

You Tube Studio is:

Accepted Answer

YouTube Studio is a dashboard that provides analytics and insights about viewers, helping advertisers understand the demographics and behavior of their audience.

Question 20

"Going viral" in relation to digital videos means:

Accepted Answer

"Going viral" refers to a video becoming extremely popular online, often shared across social media platforms, leading to a rapid increase in views and shares. This does not necessarily involve computer viruses, copying of formats by advertisers, or immediate product purchases.

Quiz 8: Television, Radio and Digital Video