Question 1

Which of the following statements about commercial length is true?

Accepted Answer

Increasing media costs have forced advertisers to look for more cost-effective solutions, resulting in a trend towards shorter commercial lengths. Fifteen-second spots are becoming more common, but they are not necessarily the most popular length. Some advertisers prefer longer commercials, but this is not a widely held belief. Fifteen-second spots typically sell for less than their 30-second counterparts.

Question 2

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services.The WB is an example of a(n):

Accepted Answer

The WB is a television network as it supplies programming and services to affiliated independent television stations.

Question 3

Which of the following has contributed to the problem of advertising clutter on television?

Accepted Answer

All of the options listed have contributed to the problem of advertising clutter on television. Shorter commercials (30-second and 15-second) and split-30 second commercials allow advertisers to fit more ads into a smaller amount of time. The suspension of the National Association of Broadcasters code authority removed limitations on the amount of time available for commercials. Networks have also made the decision to increase the number of minutes they make available for commercials. These factors have all led to the issue of advertising clutter on television.

Question 4

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.

Accepted Answer

Television is often seen as a pervasive and intrusive advertising medium, with ads interrupting the viewer's program and appearing frequently. This can contribute to the high level of distrust that consumers have towards ads that appear on TV.

Question 5

While watching Entertainment Tonight,Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

Accepted Answer

Clutter refers to the large number of advertisements and promotional messages that compete for a viewer's attention during a television program. It can cause frustration and annoyance for viewers, and it can make it difficult for advertisers to effectively reach their target audience.

Question 6

Advertisers can inhibit consumers' zapping commercials by:

Accepted Answer

Producing creative commercials that are meaningful to consumers and that attract and hold their attention is the most effective way to inhibit consumers' zapping commercials.

Question 7

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and:

Accepted Answer

As the demand for alternative viewing methods such as streaming services increases, the television industry needs to find a way to capture revenue from them while also protecting their traditional advertising business model. This is a major challenge that the industry is facing currently. Option C directly addresses this challenge.

Question 8

Parker videotapes the television show My Name is Earl,which is shown on Tuesday nights on her local WB station,so she can fast forward through the commercials.Parker engages in:

Accepted Answer

The answer of Parker videotapes the television show My Name...

Question 9

Research has shown the demographic group that engages in the highest level of commercial zapping is:

Accepted Answer

Research has shown that young adult males engage in the highest level of commercial zapping, which involves skipping or fast-forwarding through commercials while watching television. This may be due to their lower level of interest in traditional advertising methods and their preference for digital advertising.

Question 10

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:

Accepted Answer

Local television stations that show programming from a national network are known as affiliates. They have a contractual agreement with the network to broadcast their content.

Question 11

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming.

Accepted Answer

Affiliates are local television stations that contract with national networks to carry their programming during specific hours in exchange for a share of the advertising revenue. They are primarily independently owned and operate within a specific geographic area.

Question 12

Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate.Both shows are on Friday night at the same time.When commercials start on one of the shows,he immediately switches to the other.Rick is engaged in:

Accepted Answer

Rick is switching between the two shows during commercial breaks, which is known as zapping.

Question 13

Which of the following statements about 15-second commercials is true?

Accepted Answer

All of the statements about the 15-second commercial are true.

Question 14

Which of the following has contributed to the problem of advertising clutter on television?

Accepted Answer

The increased use of 30-second and 15-second commercials has led to more ads being shown in the same amount of time, contributing to advertising clutter.

Question 15

Which of the following statements best describes the amount of time available to run commercials on television?

Accepted Answer

The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982, and since then, the number of commercial minutes on network television has increased.

Question 16

Which of the following has contributed to the increased zapping of television commercials?

Accepted Answer

All the options listed have contributed to the increased zapping of television commercials by making it easier for viewers to skip or avoid ads.

Question 17

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Accepted Answer

Creating "hybrid" pod commercial breaks that are part promotion and part ads makes it more difficult for viewers to differentiate between the two and encourages them to stay tuned in.

Question 18

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

Accepted Answer

When a national advertiser runs a commercial on a prime time program that is seen all over the country, it is using network advertising. Network advertising involves buying airtime from a national television network (such as ABC, CBS, or NBC) to reach a wide audience across the country.

Question 19

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

Accepted Answer

The answer of Ethnographic research is a type of observational...

Question 20

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing via remote control mechanisms.

Accepted Answer

The correct terms for these actions are zipping for fast-forwarding through commercials on prerecorded programs, and zapping for channel changing via remote control mechanisms. Therefore, the best choice is A, which correctly pairs these terms. The other choices either have one incorrect term or do not accurately describe the actions being referenced.

Quiz 11: Evaluation of Broadcast Media

Which of the following statements about commercial length is true?

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services.The WB is an example of a(n) :

Which of the following has contributed to the problem of advertising clutter on television?

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.

While watching Entertainment Tonight,Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

Advertisers can inhibit consumers' zapping commercials by:

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and:

Parker videotapes the television show My Name is Earl,which is shown on Tuesday nights on her local WB station,so she can fast forward through the commercials.Parker engages in:

Research has shown the demographic group that engages in the highest level of commercial zapping is:

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:

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming.

Rick likes to watch Tremors: The Series on the Sci-Fi channel and the police car chase videos on his local Fox affiliate.Both shows are on Friday night at the same time.When commercials start on one of the shows,he immediately switches to the other.Rick is engaged in:

Which of the following statements about 15-second commercials is true?

Which of the following has contributed to the problem of advertising clutter on television?

Which of the following statements best describes the amount of time available to run commercials on television?

Which of the following has contributed to the increased zapping of television commercials?

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

_ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _ refers to channel changing via remote control mechanisms.