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1 | |
The primary product that a radio or television station has to sell is |
| | A) | Advertising |
| | B) | Entertainment |
| | C) | Audience |
| | D) | Culture |
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2 | |
Which of the following statements is true |
| | A) | Advertisers are attracted to stations with large audiences |
| | B) | Revenue from advertising pays for program development |
| | C) | Mass media is an economic way of linking advertisers with consumers |
| | D) | All of the above statements are true |
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3 | |
According to your book, the amount of competition within the medium often helps government determine how closely the industry will be regulated. |
| | A) | True |
| | B) | False |
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4 | |
Generally speaking, marketplace forces work best |
| | A) | When there's a monopoly |
| | B) | When there's an oligopoly |
| | C) | When there's lots of competition |
| | D) | In all of the above situations |
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5 | |
In a market where there is limited competition we call this |
| | A) | A monopoly |
| | B) | An oligopoly |
| | C) | A hierarchy |
| | D) | None of the above |
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6 | |
According to your book, billboards are most likely to compete with this electronic medium for advertising dollars. |
| | A) | Radio |
| | B) | Television |
| | C) | Cable |
| | D) | The Internet |
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7 | |
Generally, research companies aggregate audiences, that is, they do not bother to break down advertising expenditures according to specific classifications of products. |
| | A) | True |
| | B) | False |
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8 | |
Marketers and advertisers put together a media buying plan based on all of the following except |
| | A) | Population or market size |
| | B) | Effective buying income |
| | C) | Retail sales for a geographical area |
| | D) | All of the above are considered in developing a buying plan |
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9 | |
Generally gross rating points (GRPs) are used: |
| | A) | To determine how many viewers saw an individual spot |
| | B) | To determine how many viewers saw a specific number of commercials on a station |
| | C) | To evaluate the effectiveness of a specific number of commercials over a specific period of time |
| | D) | None of the above |
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10 | |
Gross impressions reflect |
| | A) | The total of all persons watching a specific ad |
| | B) | The total of all persons reached by each commercial in an ad campaign |
| | C) | The total of all persons watching television in a specific market |
| | D) | The effectiveness of the message of the television commercial |
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11 | |
Radio and television stations publish rate cards to help time buyers evaluate the cost of advertising on their stations. |
| | A) | True |
| | B) | False |
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12 | |
In order to calculate CPM, you need |
| | A) | The cost of the spot and the size of the market |
| | B) | The size of the audience and the size of the market |
| | C) | Just the size of the market |
| | D) | The cost of the spot and the size of the audience |
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13 | |
CPM generally measures |
| | A) | Efficiency, the cost of reaching one thousand listeners/viewers |
| | B) | Impressions, the size of the aggregate audience |
| | C) | Demographics, the age and income of the specific audience |
| | D) | None of the above |
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14 | |
When a sales representative places an order to play an advertisement during a particular timeslot until further notice, it is called |
| | A) | A media package |
| | B) | A standing order |
| | C) | A repetition |
| | D) | Nonrotation |
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15 | |
A radio station's sales is rarely related to or tied with demographic analysis and program planning. |
| | A) | True |
| | B) | False |
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16 | |
Which of the following is not an important radio daypart |
| | A) | Morning drive |
| | B) | Daytime |
| | C) | Afternoon drive |
| | D) | All of the above are important dayparts |
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17 | |
Station ad rates are pegged to the share of the audience that it listening at a given time. |
| | A) | True |
| | B) | False |
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18 | |
Local retailers like co-op advertising for all of the following reasons except |
| | A) | National advertisers share the cost of the spot |
| | B) | National brand advertising provides high quality spots |
| | C) | The local store can showcase the many product lines they carry |
| | D) | Local retailers can include their local address within the ad |
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19 | |
National spot sales refers to the buying of time |
| | A) | One or more national television markets |
| | B) | By national manufacturers on a market-by-market basis |
| | C) | Co-op advertising |
| | D) | By regions of the country |
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20 | |
Generally speaking radio networks |
| | A) | Do not pay compensation to affiliated stations carrying their programs |
| | B) | Sell spots to local advertisers |
| | C) | Sell spots in dayparts |
| | D) | All of the above |
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21 | |
National Public Radio is a program producer and supplier that receives money from ________ to pay for the cost of programming. |
| | A) | Local public stations |
| | B) | The Corporation for Public Broadcasting |
| | C) | Commercial sponsors |
| | D) | All of the above |
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22 | |
In television, an 'adjacency' refers to |
| | A) | The station or channel assignment next to you on a cable system |
| | B) | A television spot or commercial |
| | C) | A commercial sold between or next to a network program |
| | D) | The commercial time before or after prime-time |
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23 | |
In network television, the primary factor at work in determining the cost of advertising is |
| | A) | The size of the local market |
| | B) | The rating of the show compared to other shows in the same timeslot |
| | C) | The season the ad runs |
| | D) | All of the above are factors |
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24 | |
When a television network sells time before the beginning of the television season for a particular time-slot, that advertising is called |
| | A) | Spot time |
| | B) | Up-front time |
| | C) | Scatter spot sales |
| | D) | Discounted time sales |
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25 | |
Generally speaking, buying time during ______________ sales allows an advertiser to use a planning cycle more effectively. |
| | A) | Scatter market |
| | B) | Up-front |
| | C) | The fall season |
| | D) | The second season |
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26 | |
Television companies that own stations and a television network make the majority of their revenue on |
| | A) | Network sales |
| | B) | Compensation collected from affiliates |
| | C) | Spot sales at their owned and operated stations |
| | D) | Promotions |
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27 | |
The CPM of advertising on television networks is _______ than other national media outlets with similar reach. |
| | A) | Higher |
| | B) | Lower |
| | C) | About the same |
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28 | |
Program producers tend to make money on their programs |
| | A) | When the show is first aired on network television |
| | B) | When the show is repeated on network television |
| | C) | When the show is syndicated to local TV stations |
| | D) | All of the above |
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29 | |
Which of the following in not an example of a syndicated program: |
| | A) | An episode of Seinfeld at 11:30 pm on the local ABC affiliate |
| | B) | Tonight's episode of Jeopardy |
| | C) | The local Sunday afternoon movie |
| | D) | All of the above are examples of syndicated programs |
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30 | |
The cost of barter syndicated programs to the local affiliate |
| | A) | Is nothing |
| | B) | Depends on the time-slot |
| | C) | Depends on the audience size |
| | D) | Both b and c but not a |
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31 | |
National cable television sales is similar to that of network television. |
| | A) | True |
| | B) | False |
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32 | |
Public television stations gain revenue from all of the following sources except |
| | A) | Local spot sales |
| | B) | Corporate underwriters |
| | C) | Federal, state and local grants |
| | D) | Individual subscribers or station members |
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33 | |
Radio station promotion and television station promotion are essentially similar in content and style. |
| | A) | True |
| | B) | False |
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34 | |
PSAs are generally run |
| | A) | By broadcasters at reduced rates |
| | B) | During times of emergencies |
| | C) | For free as a public service |
| | D) | During prime-time |
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35 | |
Media research groups predict television and cable revenues will |
| | A) | Rise in the next few years |
| | B) | Decline in the next few years |
| | C) | Remain constant over the next few years |
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