Which of the following is NOT part of the structure of the radio industry?
public radio
satellite radio
cable radio
AM/FM radio
film
(e; moderate; pp. 257-258; LO1; AACSB Communication)
___________ uses cable television receivers to deliver static-free music via wires plugged into cable subscribers’ stereos.
Satellite radio
Cable radio
Low-power FM (LPFM)
Web radio
Public radio
(b; moderate; p. 258; LO1; AACSB Use of IT)
________ can deliver the same radio stations, regardless of where the listener is in the continental United States.
Satellite radio
Cable radio
Low-power FM (LPFM)
AM/FM radio
Public radio
(a; moderate; p. 258; LO1; AACSB Communication)
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 ________.
cable radio
public radio
AM/FM radio
low-power FM (LPFM)
web radio
(d; moderate; p. 258; LO1)
________ provides Webcasting, which is audio streaming through a web site.
Satellite radio
Cable radio
Low-power FM (LPFM)
Web radio
Public radio
(d; easy; p. 258; LO1; AACSB Use of IT)
Which advertising medium has the power to engage the imagination and communication on a more personal level than other forms of media?
radio
television
magazines
newspapers
outdoor
(a; moderate; p. 260; LO1; AACSB Communication)
Commercials set to music are known as ________.
musicals
lyricals
jingles
dual-coded
memorables
(c; moderate; p. 260; LO1; AACSB Communication)
Which is the largest category of radio advertising revenues?
network
spot
local
satellite
web
(c; moderate; p. 257; LO1)
________ radio is a group of local affiliates connected to one or more national networks through telephone wires and satellites.
Network
Spot
Local
AM
FM
(a; easy; p. 260; LO1)
In which type of radio advertising does an advertiser place an advertisement with an individual station?
network
spot
local
AM
FM
(b; moderate; p. 261; LO1)
________ radio advertising offers advertisers a variety of high-quality, specialized, and usually original programs.
Spot
Syndicated
Cooperative
National
Off-network
(b; moderate; p. 262; LO1; AACSB Communication)
Which of the following is NOT a segment into which radio listeners can be separated?
station fans
radio fans
music fans
talk fans
news fans
(d; difficult; p. 259; LO1; AACSB Analytic Skills)
The largest segment of radio listeners is known as ________.
station fans
radio fans
music fans
talk fans
news fans
(a; difficult; p. 259; LO1; AACSB Analytic Skills)
The typical radio programming day is divided into five segments called ________.
listener groups
drive times
coverages
ratings
dayparts
(e; easy; p. 259; LO1)
________ 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.
How does Arbitron collect consumers’ radio listening behavior?
They call 12,000 respondents for seven consecutive days and ask them about their radio listening the day before.
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.
Electronic devices are mounted on roadways that intercept which radio stations passing cars are tuned in to.
They use a seven-day self-administered diary that the person returns to Arbitron at the end of the week.
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)
Which company provides audience-rating services for network radio listening?
Arbitron
RADAR
A. C. Nielsen
Simmons
MediaMark
(b; moderate; p. 260; LO1)
Which of the following is NOT an advantage of advertising on radio?
target audiences
affordability
frequency
mental imagery
listener inattentiveness
(e; easy; p. 279; LO1; AACSB Analytic Skills)
Which of the following is NOT an advantage of advertising on radio?
targeted audiences
high level of acceptance
scheduling and buying simplicity
frequency
flexibility
(c; difficult; p. 279; LO1; AACSB Analytic Skills)
Which of the following are ways radio provides targeted audiences for advertisers?
Which of the following is NOT a disadvantage of radio advertising?
listener inattentiveness
scheduling and buying difficulties
lack of control
clutter
pervasive
(e; moderate; p. 279; LO1; AACSB Analytic Skills)
A broadcast ________ exists whenever two or more television stations are able to broadcast the same program that originates from a single source.
alliance
syndication
network
monopoly
primacy
(c; easy; p. 264; LO2; AACSB Communication)
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) ________.
affiliate
syndicate
cable provider
network
program provider
(d; moderate; p. 264; LO2; AACSB Communication)
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?
network television
specialty television
program syndication
cable television
regional television
(e; difficult; p. 264; LO2; AACSB Communication)
Which of the following is NOT a national, over-the-air television network in the United States?
Entertainment and Sports Programming Network (ESPN)
American Broadcasting Company (ABC)
Columbia Broadcasting System (CBS)
National Broadcasting Company (NBC)
Fox Broadcasting
(a; moderate; p. 264; LO2; AACSB Communication)
Privately owned television stations that have a contractual relationship with a broadcasting company are known as a(n) ________.
network
subscriber
affiliate
syndicate
interconnect
(c; moderate; p. 264; LO2; AACSB Communication)
What is it called when an advertiser purchases only a portion of a network’s coverage?
to improve reception in certain areas of the country, particularly mountainous regions and large cities
to allow highly targeted special-interest programming options
to increase opportunities for advertisers to reach their target markets
(c; difficult; p. 265; LO2; AACSB Use IT)
What is the most familiar example of subscription television?
satellite TV
TiVo
Interactive
cable
syndication
(d; easy; p. 265; LO2)
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 ________.
Cable New Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN) are known as ________.
cable networks
superstations
broadcast networks
affiliates
syndicated networks
(a; moderate; p. 266; LO2)
________ scheduling runs commercials across the entire subscriber group simultaneously.
Network cable
Local cable
Interconnects
Satellite
Superstation
(a; moderate; p. 266; LO2)
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 ________.
network cable
local cable
interconnects
satellite transmission
syndication
(c; moderate; p. 266; LO2; AACSB Use of IT)
Local television stations that are not affiliated with a network are known as ________.
disconnects
interconnects
spot stations
syndicated stations
independent stations
(e; easy; p. 266; LO2)
________ are when national advertisers buy local advertising on a city-by-city basis from local television stations.
Independent buys
Spot buys
Specialty buys
Limited buys
Regional legs
(b; moderate; p. 266; LO2; AACSB Analytic Skills)
Commercial messages that are allowed on public television are known as ________.
participations
spot buys
syndicated buys
philanthropy
program sponsorships
(e; moderate; p. 266; LO2; AACSB Communication)
Which of the following is NOT considered a programming option or distribution format available to television stations as well as to advertisers?
pay-per-view
sponsorships
program syndication
digital video recorders (DVR)
high-definition TV (HDTV)
(b; difficult; pp. 266-267; LO2)
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?
low power
pay-per-view
program syndication
interactive television
high-definition TV (HDTV)
(a; moderate; p. 267; LO2; AACSB Communication)
Television programs purchased by local stations to fill time in open hours are known as ________.
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 ________.
broadband
high-definition TV
time-shifting
interactive television
syndication
(c; moderate; p. 267; LO2; AACSB Use of IT)
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?
interactive TV
high-definition TV
digital video recorders
broadband recorders
digital enhancers
(c; moderate; p. 267; LO2; AACSB Use of IT)
Which of the following is NOT a type of network television advertising alternative?
In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?
participations
spot announcements
dayparts
sponsorships
product placement
(d; moderate; p. 271; LO2; AACSB Communication)
Which of the following type of network television advertising is the dominant form, representing more than 90 percent of all network advertising?
participations
spot announcements
dayparts
sponsorships
product placement
(a; moderate; p. 271; LO2)
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?
participations
spot announcements
dayparts
sponsorships
product placement
(a; moderate; p. 271; LO2)
Which type of network television advertising provides advertisers more flexibility in market coverage, target audiences, scheduling, and budgeting?
participations
spot announcements
dayparts
sponsorships
product placement
(a; difficult; p. 271; LO2)
Which type of television advertising appears in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally?
participations
spot announcements
dayparts
sponsorships
product placement
(b; moderate; p. 272; LO2; AACSB Analytical Skills)
At what level does A. C. Nielsen measure the television audience demographics?
The sum of the total exposure potential (i.e., total ratings) expressed as a percentage of the audience population is called ________.
rating
share
rating points
gross share points
impressions
(c; moderate; p. 269; LO2; AACSB Analytical Skills)
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) ________.
people meter
audiometer
tv meter
frequency meter
viewing meter
(a; moderate; p. 270; LO2; AACSB Use of IT)
Which of the following is considered an advantage of advertising on television?
cost-efficiency
low production costs
minimal clutter
intrusiveness
all of the above
(a; moderate; p. 272; LO2; AACSB Analytical Skills)
Which of the following is NOT an advantage of advertising on television?
________ is when a company pays to have verbal or visual brand exposure in a movie of television program.
Cinema advertising
Subliminal advertising
Product placement
Participation
Sponsorship
(c; moderate; p. 278)
Which of the following is NOT an advantage of product placement?
demonstrates product use in a natural setting by people who are celebrities
unexpected and catches the audience when their resistance to advertising messages may be dialed down
effective even if there is not a match between the product and the movie or its audience
good for engaging the affections of other stakeholders, such as employees and dealers, particularly if the placement is supported with its own campaign
All of the above are advantages of product placement.