Question 1

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.
A) makegoods
B) reciprocals
C) frequency measures
D) avails
E) reach quotients

Accepted Answer

Avails refer to the available time slots for advertisements on a particular media platform. Media buyers would contact sales representatives, national media rep organizations, or network representatives to get a list of available time slots (avails) along with prices and estimated ratings.

Question 2

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?
A) 4 percent
B) 16.7 percent
C) 40 percent
D) 60 percent
E) 83.3 percent

Accepted Answer

The program rating refers to the percentage of TV households in an area that are tuned in to a specific program.

Question 3

In television,gross rating points represent the:
A) sum of the potential number of viewers from each target audience.
B) minimum audience share required by a national advertiser on a local station.
C) total number of viewers of a particular media vehicle within a specific geographic area.
D) total rating points achieved by a particular media schedule over a specific time period.
E) targeted rating points achieved by a syndicated program during its first run.

Accepted Answer

Gross rating points (GRPs) represent the total rating points achieved by a particular media schedule over a specific time period. GRPs are a commonly used metric to measure the reach and frequency of an advertising campaign. It is calculated by multiplying the percentage of the target audience reached by the frequency of exposure to the campaign.

Question 4

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.
A) audience share
B) audience reach
C) designated market area
D) area of dominant influence
E) audience frequency

Accepted Answer

Audience share is the correct answer as it defines the percentage of households with sets in use watching a particular TV program. Audience reach refers to the total number of households or people who have access to a particular media platform. Designated market area and area of dominant influence refer to geographic regions for media measurement, and audience frequency measures how frequently the same audience is exposed to a particular media platform.

Question 5

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.
A) peripheral
B) late fringe
C) pre-prime
D) early fringe
E) prime access

Accepted Answer

Programs broadcast between 4:00 and 5:30 P.M. are known as early fringe. Daytime and early fringe tend to be viewed most heavily by women.

Question 6

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:
A) total audience composition.
B) TV households.
C) households using TV.
D) gross viewing percentage.
E) consumer composition percentages.

Accepted Answer

The percentage of households with one or more TV sets turned on at a particular time is referred to as households using TV. This measures the number of homes that are currently tuning into any form of TV programming, and is a key metric in determining TV ratings and advertising rates.

Question 7

The procedure for buying television time is:
A) not done on a national basis-but rather a station-by-station basis.
B) a process that can usually be accomplished quickly by an experienced media buyer.
C) so complex that most large advertisers seek the assistance of ad agencies or media-buying services.
D) not a purchase that requires any special expertise.
E) so simple that most large advertisers use in-house media buyers.

Accepted Answer

Buying television time is a complex process that involves negotiating rates, selecting appropriate programming, and coordinating schedules. Most large advertisers seek the assistance of ad agencies or media-buying services to navigate the complexities of the process. These professionals have the experience and expertise to ensure that advertisers get the best possible rates and reach their target audience effectively.

Question 8

Ross Perot made advertising history by catapulting the _____ into the limelight.
A) program-length advertisement
B) specialized programming
C) classic programming
D) barter syndication
E) first-run syndication

Accepted Answer

Ross Perot's famous infomercials in 1992 were program-length advertisements, which created a new trend in advertising where an entire program was dedicated to selling a product or service.

Question 9

Nielsen Media Research:
A) is a media buying organization.
B) is the company responsible for determining the length of commercials.
C) is the major audience rating service for television.
D) uses demographically specific surveys to pretest ads.
E) is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Accepted Answer

Nielsen Media Research is the major audience rating service for television, providing ratings data and demographics information to help networks and advertisers make programming and advertising decisions.

Question 10

Which of the following statements about infomercials is false?
A) Infomercials can fulfill some message objectives far better than a 30-second commercial.
B) Infomercials combine the power of advertising, direct response, and sales promotion.
C) Results from infomercials are both measurable and accountable.
D) Infomercials can pay for themselves while supporting the retail trade.
E) Consumers hardly pay any attention or even respond to them.

Accepted Answer

This statement is false. Infomercials are designed to capture the attention of consumers and encourage them to respond through direct sales or a call to action. Infomercials can be very effective in generating sales and building brand awareness.

Question 11

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:
A) classic programming.
B) first-run syndication.
C) specialized programming.
D) off-network syndication.
E) barter syndication.

Accepted Answer

Barter syndication is first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers.

Question 12

_____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.
A) Average frequency measures
B) Program ratings
C) Average quarter-hour ratings
D) Average reach measures
E) Gross rating points

Accepted Answer

Gross rating points (GRPs) are used to measure the impact of an advertising campaign. They provide a comparable measure of advertising weight across different markets and media platforms. GRPs factor in both the reach (the percentage of the target audience that sees or hears the ad) and frequency (the number of times they see or hear it).

Question 13

Television viewing is highest during _____ time.
A) prime
B) late fringe
C) post-prime
D) early fringe
E) peripheral

Accepted Answer

Prime time is the peak viewing hours for television, typically from 8-11 pm. It is when the most popular and highest-rated shows are aired, and therefore, it attracts the most viewers.

Question 14

Infomercials:
A) combine the power of advertising, direct response, and sales promotion.
B) should not be used for products that are available through retail outlets.
C) provide results that are typically not measurable.
D) rely on personal selling to be effective.
E) cannot be used for high-involvement products.

Accepted Answer

Infomercials are designed to combine the three aspects of advertising, direct response, and sales promotion to create a persuasive message that leads to direct sales. They are often used for products that require a longer sales process or need to educate consumers on their benefits. Infomercials rely on measurable results to determine their effectiveness, and while personal selling may be a part of the process, the ultimate goal is to drive direct sales through the infomercial itself.

Question 15

Reliable information on the audiences for cable programs:
A) obtained from Nielsen is free from controversies.
B) is not very easy to gather.
C) is much more accurate than similar rating information for network programming.
D) does not divide the day into the same units as the networks do-thus, making comparisons difficult.
E) is a result of integrated information from numerous sources.

Accepted Answer

Gathering reliable information on cable program audiences is not easy because cable channels are offered to a limited audience through subscription, making it difficult to collect data through traditional methods such as telephone surveys or monitoring of individual households.

Question 16

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.
A) peripheral
B) late fringe
C) post-prime
D) early fringe
E) prime

Accepted Answer

Viewing is highest during prime time (8 to 11 p.m. Eastern Standard time).

Question 17

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":
A) was not dealing directly with the stations.
B) was primarily made for cable television.
C) was an example of advertiser-supported syndication.
D) was specifically made for the syndication market.
E) was an example of a PLA.

Accepted Answer

First-run syndication involves original shows which are produced specifically for the syndication market.

Question 18

All of the following observations concerning PLAs are true EXCEPT:
A) they can fulfill message objectives better than shorter commercials.
B) they have seen a sudden growth in recent times.
C) they were once relegated to independents and cable channels.
D) they combine the power of advertising, direct response, and sales promotion.
E) they are yet to be adopted by national marketers.

Accepted Answer

The statement "they are yet to be adopted by national marketers" is not true, as PLAs have already been adopted and used by national marketers.

Question 19

A designated market area:
A) refers to the geographic area in which the local TV station attracts the most viewing.
B) is the area of greatest impact (AGI)for a television commercial.
C) consists of all potential advertisers within a region.
D) is composed of all the target audiences within a 50-mile radius of a television station.
E) is the positioning designations given to an area by Arbitron.

Accepted Answer

A designated market area (DMA) refers to the geographic area in which the local TV station attracts the most viewing. It is a term commonly used in the media industry for analyzing and targeting a specific audience for advertising purposes.

Question 20

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified:
A) classic programming.
B) first-run syndication.
C) specialized programming.
D) off-network syndication.
E) barter syndication.

Accepted Answer

In off-network syndication, former popular network programs (reruns)are sold to individual stations for rebroadcast.

Quiz 14: Using Electronic Media

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

In television,gross rating points represent the:

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

The procedure for buying television time is:

Ross Perot made advertising history by catapulting the _____ into the limelight.

Nielsen Media Research:

Which of the following statements about infomercials is false?

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

_____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

Television viewing is highest during _____ time.

Infomercials:

Reliable information on the audiences for cable programs:

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":

All of the following observations concerning PLAs are true EXCEPT:

A designated market area:

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified: