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| 1 | |
As a way to reach a mass audience, no other medium has the unique creative abilities of television. |
| | A) | True |
| | B) | False |
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| 2 | |
Advertisers view syndication as a powerful tool for building reach. |
| | A) | True |
| | B) | False |
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| 3 | |
The audience share refers to the percentage of TV households in an area that are tuned to a specific program. |
| | A) | True |
| | B) | False |
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| 4 | |
The cume persons is also called unduplicated reach. |
| | A) | True |
| | B) | False |
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| 5 | |
One of the disadvantages of using broadcast television advertising is: |
| | A) | the loss of zipping and zapping flexibility |
| | B) | loss of associative prestige |
| | C) | clutter |
| | D) | its social dominance |
| | E) | low production cost |
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| 6 | |
To buy cable television advertising effectively, the media planner: |
| | A) | must understand that the medium has limited reach |
| | B) | should take advantage of the medium's low cost |
| | C) | should be aware of how easily specific audience demographics can be targeted by cable TV |
| | D) | should use cable TV as an effective way to test products and various advertising approaches |
| | E) | needs to consider all of the above |
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| 7 | |
To promote a concert to be given by American Idol performers that did not make the show, The Red Satin Saloon in Lincoln purchased advertising time during Boston Legal, which begins at 10:00 P.M. on the area's local ABC station. The saloon purchased _____ time. |
| | A) | peripheral |
| | B) | late fringe |
| | C) | postprime |
| | D) | early fringe |
| | E) | prime |
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| 8 | |
A locally produced show on tourism had only 8,000 homes viewing it. Only 48,000 households that receive the station's programs have TV sets. What is the program rating? |
| | A) | 4 percent |
| | B) | 16.7 percent |
| | C) | 40 percent |
| | D) | 60 percent |
| | E) | 83.3 percent |
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| 9 | |
When buying national TV advertising, the media buyer gives the network rep information about the advertiser's media objectives and target audience and asks the rep to supply a list of: |
| | A) | makegoods |
| | B) | interconnects |
| | C) | participations |
| | D) | avails |
| | E) | interstitials |
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| 10 | |
Assume in an average quarter-hour, the total listening audience to KEXP, the University of Washington radio station, is 11,200. If radio station KEXP has an average quarter-hour listenership of 2,100, what is KEXP's average quarter-hour rating? |
| | A) | 15 percent |
| | B) | 18.75 percent |
| | C) | 46.7 percent |
| | D) | 53.3 percent |
| | E) | 81.25 percent |
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| 11 | |
To meet demands for pre-kindergarten (pre-k) classes, Greenbriar Academy, a private school, is opening its own pre-k program. The academy is planning to advertise on station KLCV. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KLCV are 9,900, and the number of spots the academy wants to buy for this promotion is 20. What number of GRPs would this plan achieve? |
| | A) | 4125 GRPs |
| | B) | 412.5 GRPs |
| | C) | 41.25 GRPs |
| | D) | 4.13 GRPs |
| | E) | cannot be determined from the information given |
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