Question 1

Nielsen's current C3 ratings track individual ads and specific time slots.

Accepted Answer

A) True 
 B)False

Question 2

With respect to common television dayparts for eastern and Pacific time zones, the slot between 5:00 P.M.-7:00 P.M. from Monday through Saturday is called:

Accepted Answer

A)  early fringe.
B)  late fringe.
C)  early news.
D)  prime access.
E)  prime timE.TV time periods are divided into dayparts, which are specific segments of a broadcast day.The time segments that make up the programming day vary from station to station.However, with respect to the typical classification of dayparts for a weekday the slot between 5:00 P.M.-7:00 P.M.from Monday through Saturday is called early news.F) D) and E)
G) A) and E)

Question 3

Spot advertising is:

Accepted Answer

A)  mostly confined to station breaks between programs on network-originated shows.
B)  used only by local advertisers.
C)  subject to less clutter than network advertising.
D)  easier to buy than advertising on national networks.
E)  airtime sold to local firms such as retailers, restaurants, banks, and auto dealers.F) B) and D)
G) B) and C)

Question 4

Which of the following is an inherent disadvantage of television advertising?

Accepted Answer

A)  Fleeting nature of messages
B)  Lack of cost efficiency
C)  Lack of flexibility
D)  Limited captivity
E)  Limited coverageF) A) and E)
G) A) and B)

Question 5

Which of the following statements about spot advertising is true?

Accepted Answer

A)  It is subject to less commercial clutter than network advertising.
B)  It is used only by national advertisers.
C)  It is generally more expensive than network advertising.
D)  It is used only by local advertisers.
E)  It offers the national advertiser flexibility in adjusting to local market conditions.F) A) and E)
G) A) and B)

Question 6

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Accepted Answer

A)  has a low absolute cost.
B)  has the ability to reach large audiences in a relatively cost-efficient manner.
C)  has a high level of geographic selectivity.
D)  is very easy to develop creative television advertising.
E)  has the power to eliminate the problem of commercial advertising clutter.F) A) and C)
G) C) and D) B

Question 7

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level using an electronic device that measures what is being watched and by whom. This device is called a(n) :

Accepted Answer

A)  audimeter.
B)  people meter.
C)  electronic diary.
D)  streaming server.
E)  chronometer.F) None of the above
G) C) and D)

Question 8

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Accepted Answer

A)  sponsorship
B)  participation
C)  barter syndication
D)  local syndication
E)  spot syndicationF) D) and E)
G) B) and D)

Question 9

Audience share is always higher than the program rating unless all the households have their sets turned on.

Accepted Answer

A) True 
 B)False

Question 10

The share of a television audience indicates the:

Accepted Answer

A)  percentage of the defined target market that is exposed to a message at least once during the relevant time period.
B)  percentage of households using TV in a specified time period that are tuned to a specific program.
C)  average number of exposures to a message received by each member of the target market.
D)  percentage of all households using television during a specific time period.
E)  number of people who responded to a televised direct-response ad.F) A) and D)
G) C) and E) B

Question 11

Which of the following statements is true about syndication?

Accepted Answer

A)  Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)  First-run syndication is the only form of syndicated programming.
C)  Syndication has become a major business that generates revenue comparable to the major networks.
D)  National advertisers rarely use syndicated programs.
E)  Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.F) A) and B)
G) A) and D)

Question 12

Spot advertising is more easily acquired by national advertisers than local ones.

Accepted Answer

A) True 
 B)False

Question 13

Arbitron's RADAR:

Accepted Answer

A)  cannot be used to estimate the audience for commercials on various programs.
B)  is sponsored by nine of the largest advertisers in the nation.
C)  primarily measures TV viewership for local TV stations.
D)  are based on information collected by means of diary interviews.
E)  collects information and issues a new report every month.F) A) and D)
G) All of the above

Question 14

Advertisers can prevent consumers from zapping commercials by:

Accepted Answer

A)  introducing "commercial-free" programming.
B)  producing commercials that are meaningful.
C)  utilizing 60-second commercials.
D)  introducing the concept of zipping.
E)  opting for local advertising.F) None of the above
G) B) and E)

Question 15

Which of the following is true for participations?

Accepted Answer

A)  In participations, advertisers have financial responsibility for production of the program.
B)  Participations involve long-term commitment on the part of advertisers.
C)  Participations offer advertisers a lower reach than sponsorships.
D)  In participations, advertisers have little control over the placement of ads.
E)  Participations are not suitable for small advertisers with limited budgets.F) A) and C)
G) A) and B)

Question 16

Scatter market is a buying period that occurs before the TV season begins.

Accepted Answer

A) True 
 B)False

Question 17

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to:

Accepted Answer

A)  the presence of commercial clutter.
B)  the lack of demographic selectivity of television.
C)  the low reach of television.
D)  the inherent deficiencies of television as a communication medium.
E)  message source alienation.F) B) and E)
G) C) and E)

Question 18

_____ are the various time periods or segments into which a broadcast day is divided.

Accepted Answer

A)  Adjacencies
B)  Pulse days
C)  Spots
D)  Dayparts
E)  Spot beamsF) A) and B)
G) A) and C)

Question 19

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as:

Accepted Answer

A)  off-network syndication.
B)  first-run syndication.
C)  barter syndication.
D)  sponsorship.
E)  participation.F) None of the above
G) A) and B)

Question 20

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market. This is referred to as:

Accepted Answer

A)  off-network syndication.
B)  first-run syndication.
C)  special-purpose syndication.
D)  spot syndication.
E)  affiliate syndication.F) All of the above
G) D) and E) B

Exam 11: Evaluation of Media: Television and Radio

Nielsen's current C3 ratings track individual ads and specific time slots.

Correct AnswerverifiedShow Answer

With respect to common television dayparts for eastern and Pacific time zones, the slot between 5:00 P.M.-7:00 P.M. from Monday through Saturday is called:

Correct AnswerverifiedShow Answer

Spot advertising is:

Correct AnswerverifiedShow Answer

Which of the following is an inherent disadvantage of television advertising?

Correct AnswerverifiedShow Answer

Which of the following statements about spot advertising is true?

Correct AnswerverifiedShow Answer

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Correct AnswerverifiedB

Today, the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level using an electronic device that measures what is being watched and by whom. This device is called a(n) :

Correct AnswerverifiedShow Answer

Under a _____ arrangement, national advertisers can participate in the syndication market with the convenience of a network-type media buy, while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

Correct AnswerverifiedShow Answer

Audience share is always higher than the program rating unless all the households have their sets turned on.

Correct AnswerverifiedShow Answer

The share of a television audience indicates the:

Correct AnswerverifiedB

Which of the following statements is true about syndication?

Correct AnswerverifiedShow Answer

Spot advertising is more easily acquired by national advertisers than local ones.

Correct AnswerverifiedShow Answer

Arbitron's RADAR:

Correct AnswerverifiedShow Answer

Advertisers can prevent consumers from zapping commercials by:

Correct AnswerverifiedShow Answer

Which of the following is true for participations?

Correct AnswerverifiedShow Answer

Scatter market is a buying period that occurs before the TV season begins.

Correct AnswerverifiedShow Answer

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to:

Correct AnswerverifiedShow Answer

_____ are the various time periods or segments into which a broadcast day is divided.

Correct AnswerverifiedShow Answer

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as:

Correct AnswerverifiedShow Answer

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market. This is referred to as:

Correct AnswerverifiedB

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B

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B

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B