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Multiple Choice Quiz
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1
Appliance manufacturer Whirlpool has developed a washer that is environmentally-friendly. Though Whirlpool is excited about the prospects for the new product, it realizes that most consumers might consider the product boring. Whirlpool's advertising 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)Newspapers
D)Billboards
E)Radio
2
Charlene enjoys watching TV programs on the History channel and the Discovery channel and sometimes has a hard time choosing which programs to watch. She often starts with one program and moves to another as soon as commercials begin. She may even move to another show at the start of the next commercial break. Charlene engages in:
A)time shifting.
B)zooming.
C)scattering.
D)zipping.
E)zapping.
3
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
4
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 syndication
B)sponsorships
C)first-run syndication
D)network spots
E)multiplexing
5
Under a(n) _____ arrangement, an advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it.
A)participation
B)syndication
C)affiliation
D)sponsorship
E)narrowcasting
6
One of the disadvantages associated with participations is:
A)the fact that the advertiser has little control over the placement of its ads.
B)that long-term commitment is required from advertisers.
C)that they offer less flexibility than sole sponsorships.
D)that participating advertisers have financial responsibility for production of the program.
E)that they are unsuitable for small advertisers with limited budgets.
7
The cost of buying TV advertising time varies depending on:
A)the network and the creativity required to deliver the advertising message.
B)the desired daypart and effect of the advertising message.
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.
8
A movie production company that has made a big-budget science fiction movie wants to promote the movie on the SciFi channel because of the very specialized market that the 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.
9
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)brand development index (BDI)
B)program rating
C)households using television (HUT)
D)gross rating points
E)category development index
10
Mazda has run several commercials in which it shows stunt drivers taking Mazda automobiles through nearly impossible maneuvers to show audiences how Mazda will respond 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 revving 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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