General content: multiple-choice questions


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1CHAPTER NINE

Broadcast Media


GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS


  1. Broadcast media does NOT include which of the following?

    1. radio

    2. television

    3. Internet

    4. magazines

    5. film

(d; easy; p. 256)


  1. Which of the following statements is false regarding broadcast media?

    1. Broadcast media are dynamic and bought by amount of time, such as seconds or minutes.

    2. Broadcast media messages are fleeting.

    3. Broadcast engages more senses than reading and adds audio as well as motion for television.

    4. Radio has suffered substantially with the advent of television, and advertising revenues continue to fall.

    5. Traditional radio stations are found on the AM/FM dial and serve a primarily local market.

(d; moderate; p. 257; LO1; AACSB Communication)


  1. Which of the following is NOT part of the structure of the radio industry?

    1. public radio

    2. satellite radio

    3. cable radio

    4. AM/FM radio

    5. film

(e; moderate; pp. 257-258; LO1; AACSB Communication)


  1. ___________ uses cable television receivers to deliver static-free music via wires plugged into cable subscribers’ stereos.

    1. Satellite radio

    2. Cable radio

    3. Low-power FM (LPFM)

    4. Web radio

    5. Public radio

(b; moderate; p. 258; LO1; AACSB Use of IT)


  1. ________ can deliver the same radio stations, regardless of where the listener is in the continental United States.

    1. Satellite radio

    2. Cable radio

    3. Low-power FM (LPFM)

    4. AM/FM radio

    5. Public radio

(a; moderate; p. 258; LO1; AACSB Communication)


  1. Nonprofit, noncommercial radio stations that serve a small market with reach of 3 to 5 miles that are not allowed to carry advertising are known as ________.

    1. cable radio

    2. public radio

    3. AM/FM radio

    4. low-power FM (LPFM)

    5. web radio

(d; moderate; p. 258; LO1)


  1. ________ provides Webcasting, which is audio streaming through a web site.

    1. Satellite radio

    2. Cable radio

    3. Low-power FM (LPFM)

    4. Web radio

    5. Public radio

(d; easy; p. 258; LO1; AACSB Use of IT)


  1. Which advertising medium has the power to engage the imagination and communication on a more personal level than other forms of media?

    1. radio

    2. television

    3. magazines

    4. newspapers

    5. outdoor

(a; moderate; p. 260; LO1; AACSB Communication)


  1. Commercials set to music are known as ________.

    1. musicals

    2. lyricals

    3. jingles

    4. dual-coded

    5. memorables

(c; moderate; p. 260; LO1; AACSB Communication)


  1. Which is the largest category of radio advertising revenues?

    1. network

    2. spot

    3. local

    4. satellite

    5. web

(c; moderate; p. 257; LO1)


  1. ________ radio is a group of local affiliates connected to one or more national networks through telephone wires and satellites.

    1. Network

    2. Spot

    3. Local

    4. AM

    5. FM

(a; easy; p. 260; LO1)


  1. In which type of radio advertising does an advertiser place an advertisement with an individual station?

    1. network

    2. spot

    3. local

    4. AM

    5. FM

(b; moderate; p. 261; LO1)


  1. ________ radio advertising offers advertisers a variety of high-quality, specialized, and usually original programs.

    1. Spot

    2. Syndicated

    3. Cooperative

    4. National

    5. Off-network

(b; moderate; p. 262; LO1; AACSB Communication)


  1. Which of the following is NOT a segment into which radio listeners can be separated?

    1. station fans

    2. radio fans

    3. music fans

    4. talk fans

    5. news fans

(d; difficult; p. 259; LO1; AACSB Analytic Skills)


  1. The largest segment of radio listeners is known as ________.

    1. station fans

    2. radio fans

    3. music fans

    4. talk fans

    5. news fans

(a; difficult; p. 259; LO1; AACSB Analytic Skills)


  1. The typical radio programming day is divided into five segments called ________.

    1. listener groups

    2. drive times

    3. coverages

    4. ratings

    5. dayparts

(e; easy; p. 259; LO1)


  1. ________ is the number of homes in a geographic area that are able to pick up a station clearly, whether those homes are actually tuned in or not.

    1. Circulation

    2. Coverage

    3. Rating

    4. Impression

    5. Gross impression

(b; moderate; p. 259; LO1; AACSB Analytic Skills)


  1. ________ measures the percentage of homes actually tuned in to a particular radio station.

    1. Circulation

    2. Coverage

    3. Rating

    4. Impression

    5. Gross impression

(c; moderate; p. 259-260; LO1)


  1. Which of the following is NOT a factor affecting the rating for a particular radio station?

    1. traffic

    2. competing programs

    3. types of programs

    4. time of day or night

    5. types of programs and competing programs

(a; difficult; p. 260; LO1)


  1. Which of the following provides radio audience ratings for more than 250 markets in the United States?

    1. Arbitron

    2. RADAR

    3. A.C. Nielsen

    4. Simmons

    5. MediaMark

(a; moderate; p. 260; LO1; AACSB Analytic Skills)


  1. How does Arbitron collect consumers’ radio listening behavior?

    1. They call 12,000 respondents for seven consecutive days and ask them about their radio listening the day before.

    2. Have of the sample complete a seven-day self-administered diary and the other half is called for those seven days and asked about their radio listening the day before.

    3. Electronic devices are mounted on roadways that intercept which radio stations passing cars are tuned in to.

    4. They use a seven-day self-administered diary that the person returns to Arbitron at the end of the week.

    5. Respondents agree to hook an electronic monitoring device on all of their radios for a seven-day period to record which stations the radios are tuned in to.

(d; moderate; p. 260; LO1; AACSB Analytic Skills)


  1. Which company provides audience-rating services for network radio listening?

    1. Arbitron

    2. RADAR

    3. A. C. Nielsen

    4. Simmons

    5. MediaMark

(b; moderate; p. 260; LO1)


  1. Which of the following is NOT an advantage of advertising on radio?

    1. target audiences

    2. affordability

    3. frequency

    4. mental imagery

    5. listener inattentiveness

(e; easy; p. 279; LO1; AACSB Analytic Skills)


  1. Which of the following is NOT an advantage of advertising on radio?

    1. targeted audiences

    2. high level of acceptance

    3. scheduling and buying simplicity

    4. frequency

    5. flexibility

(c; difficult; p. 279; LO1; AACSB Analytic Skills)


  1. Which of the following are ways radio provides targeted audiences for advertisers?

    1. specialized programming

    2. different parts of the country

    3. different times of day

    4. a and b

    5. a, b, and c

(e; difficult; p. 262; LO1; AACSB Analytic Skills)


  1. Which advertising medium has been called the “theater of the mind”?

    1. magazines

    2. radio

    3. newspapers

    4. television

    5. outdoor

(b; easy; p. 262; LO1; AACSB Communication)


  1. Which of the following is considered a disadvantage of radio advertising?

    1. listener inattentiveness

    2. lack of visuals

    3. lack of control

    4. scheduling and buying difficulties

    5. all of the above

(e; easy; p. 279; LO1; AACSB Analytic Skills)


  1. Which of the following is NOT a disadvantage of radio advertising?

    1. listener inattentiveness

    2. scheduling and buying difficulties

    3. lack of control

    4. clutter

    5. pervasive

(e; moderate; p. 279; LO1; AACSB Analytic Skills)


  1. A broadcast ________ exists whenever two or more television stations are able to broadcast the same program that originates from a single source.

    1. alliance

    2. syndication

    3. network

    4. monopoly

    5. primacy

(c; easy; p. 264; LO2; AACSB Communication)


  1. According to the Federal Communications Commission (FCC), a program service with 15 or more hours of prime time programming per week between the hours of 8 and 11 p.m. is known as a(n) ________.

    1. affiliate

    2. syndicate

    3. cable provider

    4. network

    5. program provider

(d; moderate; p. 264; LO2; AACSB Communication)


  1. With respect to the structure of the TV industry, which of the following is NOT considered a television option advertisers can use to deliver their messages to audiences?

    1. network television

    2. specialty television

    3. program syndication

    4. cable television

    5. regional television

(e; difficult; p. 264; LO2; AACSB Communication)


  1. Which of the following is NOT a national, over-the-air television network in the United States?

    1. Entertainment and Sports Programming Network (ESPN)

    2. American Broadcasting Company (ABC)

    3. Columbia Broadcasting System (CBS)

    4. National Broadcasting Company (NBC)

    5. Fox Broadcasting

(a; moderate; p. 264; LO2; AACSB Communication)


  1. Privately owned television stations that have a contractual relationship with a broadcasting company are known as a(n) ________.

    1. network

    2. subscriber

    3. affiliate

    4. syndicate

    5. interconnect

(c; moderate; p. 264; LO2; AACSB Communication)


  1. What is it called when an advertiser purchases only a portion of a network’s coverage?

    1. regional leg

    2. zoned exposure

    3. fragmented exposure

    4. regional exposure

    5. affiliate leg

(a; difficult; p. 265; LO2; AACSB Communication)


  1. What was the initial purpose of cable television?

    1. to offer consumers commercial-free programming

    2. to expand the market for syndicated programming

    3. to improve reception in certain areas of the country, particularly mountainous regions and large cities

    4. to allow highly targeted special-interest programming options

    5. to increase opportunities for advertisers to reach their target markets

(c; difficult; p. 265; LO2; AACSB Use IT)


  1. What is the most familiar example of subscription television?

    1. satellite TV

    2. TiVo

    3. Interactive

    4. cable

    5. syndication

(d; easy; p. 265; LO2)


  1. WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators, and they are known as ________.

    1. cable networks

    2. superstations

    3. broadcast networks

    4. affiliates

    5. syndicated networks

(b; moderate; p. 266; LO2; AACSB Use of IT)


  1. Cable New Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN) are known as ________.

    1. cable networks

    2. superstations

    3. broadcast networks

    4. affiliates

    5. syndicated networks

(a; moderate; p. 266; LO2)


  1. ________ scheduling runs commercials across the entire subscriber group simultaneously.

    1. Network cable

    2. Local cable

    3. Interconnects

    4. Satellite

    5. Superstation

(a; moderate; p. 266; LO2)


  1. A special cable technology that allows local or regional advertisers to run their commercials in small geographic areas through the interconnection of a number of cable systems is known as ________.

    1. network cable

    2. local cable

    3. interconnects

    4. satellite transmission

    5. syndication

(c; moderate; p. 266; LO2; AACSB Use of IT)


  1. Local television stations that are not affiliated with a network are known as ________.

    1. disconnects

    2. interconnects

    3. spot stations

    4. syndicated stations

    5. independent stations

(e; easy; p. 266; LO2)


  1. ________ are when national advertisers buy local advertising on a city-by-city basis from local television stations.

    1. Independent buys

    2. Spot buys

    3. Specialty buys

    4. Limited buys

    5. Regional legs

(b; moderate; p. 266; LO2; AACSB Analytic Skills)


  1. Commercial messages that are allowed on public television are known as ________.

    1. participations

    2. spot buys

    3. syndicated buys

    4. philanthropy

    5. program sponsorships

(e; moderate; p. 266; LO2; AACSB Communication)


  1. Which of the following is NOT considered a programming option or distribution format available to television stations as well as to advertisers?

    1. pay-per-view

    2. sponsorships

    3. program syndication

    4. digital video recorders (DVR)

    5. high-definition TV (HDTV)

(b; difficult; pp. 266-267; LO2)


  1. Multipoint distribution systems (MDS) used by hotels to provide guests with movies and other entertainment are an example of which type of television programming option?

    1. low power

    2. pay-per-view

    3. program syndication

    4. interactive television

    5. high-definition TV (HDTV)

(a; moderate; p. 267; LO2; AACSB Communication)


  1. Television programs purchased by local stations to fill time in open hours are known as ________.

    1. syndicated programs

    2. network programs

    3. cable programs

    4. pay-per-view programs

    5. fringe programs

(a; moderate; p. 267; LO2)


  1. What are the two types of syndicated programs?

    1. primary and secondary

    2. rerun and first-run

    3. specialty and commercial-free

    4. off-network and first-run

    5. wired and unwired

(d; moderate; p. 267; LO2)



  1. What is causing growth in interactive television?

    1. syndication

    2. digital video recorders

    3. high-definition TV

    4. narrowcasting

    5. broadband

(e; moderate; p. 267; LO2; AACSB Use of IT)


  1. Recording television programs without the hassles of videotape, letting users pause, do instant replays, and begin watching programs even before the recording has finished is known as ________.

    1. broadband

    2. high-definition TV

    3. time-shifting

    4. interactive television

    5. syndication

(c; moderate; p. 267; LO2; AACSB Use of IT)


  1. What technology allows users to record television programs without the hassles of videotape, letting users pause, do instant replays, and begin watching programs even before the recording has finished?

    1. interactive TV

    2. high-definition TV

    3. digital video recorders

    4. broadband recorders

    5. digital enhancers

(c; moderate; p. 267; LO2; AACSB Use of IT)


  1. Which of the following is NOT a type of network television advertising alternative?

    1. sponsorship

    2. participations

    3. product placement

    4. local spot announcements

    5. national spot announcement

(c; difficult; p. 271; LO2)


  1. In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

    1. participations

    2. spot announcements

    3. dayparts

    4. sponsorships

    5. product placement

(d; moderate; p. 271; LO2; AACSB Communication)


  1. Which of the following type of network television advertising is the dominant form, representing more than 90 percent of all network advertising?

    1. participations

    2. spot announcements

    3. dayparts

    4. sponsorships

    5. product placement

(a; moderate; p. 271; LO2)


  1. In which type of network television advertising does the advertiser pay for 10, 15, 20, 30, or 60 seconds of commercial time during one or more programs?

    1. participations

    2. spot announcements

    3. dayparts

    4. sponsorships

    5. product placement

(a; moderate; p. 271; LO2)


  1. Which type of network television advertising provides advertisers more flexibility in market coverage, target audiences, scheduling, and budgeting?

    1. participations

    2. spot announcements

    3. dayparts

    4. sponsorships

    5. product placement

(a; difficult; p. 271; LO2)


  1. Which type of television advertising appears in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally?

    1. participations

    2. spot announcements

    3. dayparts

    4. sponsorships

    5. product placement

(b; moderate; p. 272; LO2; AACSB Analytical Skills)


  1. At what level does A. C. Nielsen measure the television audience demographics?

    1. local and national

    2. national

    3. network and local

    4. local and spot

    5. in-home and out-of-home

(b; difficult; p. 270; LO2)


  1. An instrument that records what shows are being watched is a(n) ________.

    1. people meter

    2. audiometer

    3. tv meter

    4. frequency meter

    5. viewing meter

(a; easy; p. 270; LO2; AACSB Use of IT)


  1. What does one television rating point represent?

    1. 1 percent of the TV viewing audience

    2. 1,000 TV households

    3. 1,000,000 TV households

    4. 1,000 TV viewers

    5. 1 percent of the nation’s TV households

(e; difficult; p. 269; LO2; AACSB Analytical Skills)


  1. Which of the following statements is true regarding television ratings and share?

    1. Share refers to the percentage of viewers based on the number of TV households.

    2. The share figure is always larger than the rating.

    3. Rating refers to the percentage of viewers based on the number of sets turned on.

    4. The rating figure is always larger than the share.

    5. There is no difference between rating and share as the two terms are synonymous.

(b; difficult; p. 269; LO2; AACSB Analytical Skills)


  1. Which term refers to the percentage of viewers based on the number of television sets turned on?

    1. rating

    2. share

    3. gross rating points

    4. gross share points

    5. impressions

(b; moderate; p. 269; LO2; AACSB Communication)


  1. The sum of the total exposure potential (i.e., total ratings) expressed as a percentage of the audience population is called ________.

    1. rating

    2. share

    3. rating points

    4. gross share points

    5. impressions

(c; moderate; p. 269; LO2; AACSB Analytical Skills)


  1. An instrument that records what television shows are being watched, the number of households that are watching, and which family members are viewing is known as a(n) ________.

    1. people meter

    2. audiometer

    3. tv meter

    4. frequency meter

    5. viewing meter

(a; moderate; p. 270; LO2; AACSB Use of IT)


  1. Which of the following is considered an advantage of advertising on television?

    1. cost-efficiency

    2. low production costs

    3. minimal clutter

    4. intrusiveness

    5. all of the above

(a; moderate; p. 272; LO2; AACSB Analytical Skills)


  1. Which of the following is NOT an advantage of advertising on television?

    1. pervasiveness

    2. cost-efficiency

    3. impact

    4. flexibility

    5. the buzz factor

(d; difficult; p. 280; LO2)


  1. Choose the option that is NOT a disadvantage of advertising on television.

    1. production costs

    2. clutter

    3. wasted reach

    4. inflexibility

    5. engagement

(e; difficult; pp. 273, 280; LO2)


  1. Which of the following is NOT a disadvantage of advertising on television?

    1. inflexibility

    2. low cost-efficiency

    3. clutter

    4. wasted reach

    5. intrusiveness

(b; difficult; pp. 273, 280; LO2)


  1. Movie theaters sell time at the beginning of their film showings for commercials called ________.

    1. previews

    2. captive showings

    3. selective showings

    4. trailers

    5. movie advertising

(d; moderate; p. 276)


  1. ________ is when a company pays to have verbal or visual brand exposure in a movie of television program.

    1. Cinema advertising

    2. Subliminal advertising

    3. Product placement

    4. Participation

    5. Sponsorship

(c; moderate; p. 278)


  1. Which of the following is NOT an advantage of product placement?

    1. demonstrates product use in a natural setting by people who are celebrities

    2. unexpected and catches the audience when their resistance to advertising messages may be dialed down

    3. effective even if there is not a match between the product and the movie or its audience

    4. good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign

    5. All of the above are advantages of product placement.

(c; difficult; p. 278)
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