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| 1 | |
Whirlpool, an appliance manufacturer, developed a washer that is environmentally-friendly. Even though Whirlpool is excited about the prospects for the new product, it realizes most consumers will consider the product boring. The Whirlpool agency has developed an extremely creative ad for the new washer that makes use of sight and sound to create a perception of how exciting it can be to do something good for the Earth without having to expend any extra effort. What media do you recommend for this ad? |
| | A) | Television |
| | B) | Magazines |
| | C) | Newspaper |
| | D) | Billboards |
| | E) | Radio |
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| 2 | |
What do the Super Bowl, the Academy Awards, and the Grammy Awards program have in common? |
| | A) | People are bored with the advertising hype for these television shows. |
| | B) | Advertisers perceive all of the programs to be effective showcases for advertising. |
| | C) | The shows attract specific geographic and demographic target audiences. |
| | D) | All of the programs are televised during sweeps. |
| | E) | All of the programs create ads that are used later in off-syndication shows. |
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| 3 | |
Charlene enjoys watching TV programs on the History channels and the Discovery channels and sometimes has a hard time choosing which programs to watch. She will often start with one program and move to another as soon as commercials begin. Then she will move to yet another show at start of the next commercial break. Charlene engages in: |
| | A) | time shifting |
| | B) | Zooming |
| | C) | Encoding |
| | D) | Zipping |
| | E) | Zapping |
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| 4 | |
An advertiser that did not purchase television time before the TV season began can purchase advertising time during the _____ market. |
| | A) | up-front |
| | B) | Continual |
| | C) | Scatter |
| | D) | Interconnected |
| | E) | Local |
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| 5 | |
A couple of decades ago, television viewers were just as involved in night-time soap operas (Dallas and Knott's Landing) as they are in reality TV shows today. But when the shows went into _____ the ratings were very low because everyone who had wanted to see the shows had already seen them. |
| | A) | off-network syndications |
| | B) | Sponsorships |
| | C) | first-run syndications |
| | D) | network spots |
| | E) | local syndications |
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| 6 | |
The typical audience for syndicated shows is: |
| | A) | Gen Xers who are looking for something different |
| | B) | tweens (between 6 and 12) who cannot watch late programming |
| | C) | people who want to be able to watch television on their computers |
| | D) | typically older and more rural than average audiences |
| | E) | none of the above |
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| 7 | |
One of the disadvantages associated with participations is: |
| | A) | the fact the advertiser has little control over the placement of its ads |
| | B) | the long-term commitment requirement |
| | C) | the fact it lacks advertising appeal because it is so seldom used |
| | D) | it provides small advertisers with limited reach |
| | E) | it is unsuitable for small advertisers |
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| 8 | |
The cost of buying TV advertising time varies depending on: |
| | A) | the network and the creativity required to deliver the advertising message |
| | B) | daypart desired and the type of ad used |
| | C) | the creativity required to deliver the advertising message and the ratings |
| | D) | the goal of the advertising and the particular target audience desired |
| | E) | the time of day and the particular TV program |
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| 9 | |
A movie production company that has made a big budget science fiction movie will more than likely want to promote the movie on the SciFi channel because of the very specialized market that channel targets. In other words, the movie production company wants to use: |
| | A) | cable-showcasing |
| | B) | Narrowcasting |
| | C) | specified HUT ratings |
| | D) | Clustering |
| | E) | consensus promotion |
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| 10 | |
Probably the best known of all audience measurement figures is the _____, the percentage of TV households in an area that are tuned to a specific program during a specific time period. |
| | A) | AQH |
| | B) | program rating |
| | C) | HUT |
| | D) | Cume |
| | E) | RADAR |
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| 11 | |
Which of the following statements about the Nielsen Television Index for measuring television audiences is true? |
| | A) | The diary system is seen as an effective, low-tech way to measure TV viewing preferences. |
| | B) | The source of national and network TV audience information is Nielsen Media Research. |
| | C) | Nielsen measures local audiences through the use of DMAs--Defined Market Aggregations. |
| | D) | Nielsen does not currently use the people meter to gather audience information. |
| | E) | All of the above statements about the Nielsen Television Index are true. |
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| 12 | |
Mazda has run several commercials in which it shows stunt drivers making Mazda automobiles do nearly impossible maneuvers to show audiences how Mazda will respond for them in more normal driving situations. Each commercial has the same young boy saying, "Zoom. Zoom." Imagine a radio commercial for Mazda in which the sounds of reving engines in the background are overlaid with the voice of the young boy saying the same thing. This would be the use of a technique called: |
| | A) | Positioning |
| | B) | image transfer |
| | C) | Visualization |
| | D) | Flexibility |
| | E) | Narrowcasting |
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| 13 | |
RADAR: |
| | A) | is an Arbitron-owned rating service used to gather information on radio listnerships |
| | B) | provides radio stations with network audience measures along with estimates of audiences and various segments |
| | C) | is sponsored by the major radio networks |
| | D) | stands for Radio's All-Dimension Audience Research |
| | E) | is accurately described by all of the above |
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