Question 1

Which of the following statements about off-network syndication is true?

Accepted Answer

A)  Off-network syndication shows are an important source of quality programming for local stations.
B)  Off-network syndication shows are an insignificant source of revenue to the studios that produce them.
C)  Off-network syndication shows are usually low budget, low-quality programs.
D)  The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)  Off-network syndication refers to shows produced specifically for the syndication market.F) A) and E)
G) D) and E)

Question 2

Which of the following is a disadvantage of syndication?

Accepted Answer

A)  Syndicated shows are often aired during an undesirable time period.
B)  Syndicated shows offer no advantages to national advertisers.
C)  Syndicated shows are often more expensive than network shows.
D)  Syndicated shows reach a limited audience and generate limited ad revenue.
E)  Syndicated shows do not benefit local television stations.F) A) and D)
G) None of the above

Question 3

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n)  _____ arrangement.

Accepted Answer

A)  sponsorship
B)  participation
C)  daypart
D)  exclusivity
E)  run-of-stationF) B) and E)
G) C) and E)

Question 4

Which of the following statements about network advertising is true?

Accepted Answer

A)  Using network advertising significantly complicates the purchase of television media time for national advertisers.
B)  Network advertising is cheaper and more selective than local advertising.
C)  The high cost of network time can be a drawback to advertisers with limited media budgets.
D)  National advertisers have to negotiate with both the network and local affiliates when they want to make a media buy.
E)  Network advertising is less effective than spot advertising for mass consumption products.F) A) and D)
G) C) and E)

Question 5

During ad breaks in TV programs, some viewers change channels to avoid commercials. This practice is known as:

Accepted Answer

A)  multiplexing.
B)  zapping.
C)  narrowcasting.
D)  time shifting.
E)  zipping.F) A) and E)
G) A) and D)

Question 6

John Inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. However, the company was able to purchase 15 second spots at a higher than average price. In this scenario, John Inc. is likely to have purchase airtime in the:

Accepted Answer

A)  up-front market.
B)  scatter market.
C)  spot market.
D)  local market.
E)  rep market.F) A) and D)
G) C) and D)

Question 7

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Accepted Answer

A) True 
 B)False

Question 8

A network supplies programming and services to a series of local TV stations, or _____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming.

Accepted Answer

A)  satellite networks
B)  interconnects
C)  affiliates
D)  station reps
E)  regional networksF) B) and E)
G) B) and D)

Question 9

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Accepted Answer

A)  absolute cost
B)  reach and frequency
C)  inherent drama
D)  audience selectivity
E)  spectacularsF) A) and B)
G) B) and C)

Question 10

Assume a television show Master Quiz had an average national program rating of 18 during the 2007 season. This means that:

Accepted Answer

A)  an average of 18 million households watched Master Quiz.
B)  18 percent of the households watching television were tuned to Master Quiz.
C)  an average of 18 percent of the television households in the country were tuned to Master Quiz.
D)  an average of 18 million households watched Master Quiz for at least five minutes every time the program was aired.
E)  18 percent of the households in the United States watched the entire program.F) B) and D)
G) All of the above

Question 11

The designated market area (DMA)  of Boston has approximately 3 million television households. Audience research shows that 45 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching Sports Stories, a one-hour sports news program. The program rating for Sports Stories in the Boston DMA is _____.

Accepted Answer

A)  35
B)  15
C)  10
D)  20
E)  30F) C) and E)
G) C) and D)

Question 12

In the early days of television, the production and content of most television programs was the responsibility of:

Accepted Answer

A)  the networks.
B)  the local affiliate.
C)  corporations that sponsored the shows.
D)  independent production companies.
E)  the syndicates.F) A) and E)
G) A) and B)

Question 13

Morning, daytime, prime time and late fringe are all examples of:

Accepted Answer

A)  television dayparts.
B)  types of spot beaming.
C)  types of network syndication.
D)  run-of-station spots.
E)  up-front markets.F) All of the above
G) A) and B)

Question 14

The sole source of network television and local audience information in the United States is:

Accepted Answer

A)  Arbitron Co.
B)  Nielson Media Research.
C)  Rockbridge Associates, Inc.
D)  Roy Morgan Research.
E)  Burke Research.F) C) and E)
G) C) and D)

Question 15

If 60 million households watch Sports Story, a half hour sports news program, and there are 300 million households in United States, the national rating for Sports Story is:

Accepted Answer

A)  30 percent.
B)  20 percent.
C)  60 percent.
D)  25 percent.
E)  15 percent.F) A) and D)
G) B) and E)

Question 16

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

Accepted Answer

A)  A shill
B)  An interconnect
C)  Station rep
D)  Cume
E)  An affiliateF) A) and D)
G) C) and D)

Question 17

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Accepted Answer

A) True 
 B)False

Question 18

Which television daypart has the highest rates and is dominated by national advertisers?

Accepted Answer

A)  Daytime
B)  Early fringe
C)  Prime time
D)  Late news
E)  Late fringeF) A) and B)
G) B) and D)

Question 19

Typically, most network television advertising time is sold as:

Accepted Answer

A)  sponsorships.
B)  participations.
C)  adjacencies.
D)  spot announcements.
E)  affiliated offerings.F) C) and D)
G) A) and E)

Question 20

For advertisers, the _____ is one disadvantage of cable television as compared to network television.

Accepted Answer

A)  lack of penetration
B)  lack of flexibility
C)  lack of selectivity
D)  lack of cost-effectiveness
E)  limitations on the length of commercialsF) B) and E)
G) B) and C)

Exam 11: Evaluation of Media: Television and Radio

Typically, most network television advertising time is sold as:

Correct Answer
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If 60 million households watch Sports Story, a half hour sports news program, and there are 300 million households in United States, the national rating for Sports Story is:

Correct Answer
verified

Assume a television show Master Quiz had an average national program rating of 18 during the 2007 season. This means that:

Correct Answer
verified

In the early days of television, the production and content of most television programs was the responsibility of:

Correct Answer
verified

Which of the following statements about network advertising is true?

Correct Answer
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The sole source of network television and local audience information in the United States is:

Correct Answer
verified

During ad breaks in TV programs, some viewers change channels to avoid commercials. This practice is known as:

Correct Answer
verified

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

Correct Answer
verified

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Correct Answer
verified

Which of the following statements about off-network syndication is true?

Correct Answer
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Morning, daytime, prime time and late fringe are all examples of:

Correct Answer
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An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Correct Answer
verified

Which of the following is a disadvantage of syndication?

Correct Answer
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Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct Answer
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Correct Answer
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For advertisers, the _____ is one disadvantage of cable television as compared to network television.

Correct Answer
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A network supplies programming and services to a series of local TV stations, or _____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming.

Correct Answer
verified

John Inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. However, the company was able to purchase 15 second spots at a higher than average price. In this scenario, John Inc. is likely to have purchase airtime in the:

Correct Answer
verified

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Correct Answer
verified

Which television daypart has the highest rates and is dominated by national advertisers?

Correct Answer
verified

Exam 11: Evaluation of Media: Television and Radio

Typically, most network television advertising time is sold as:

Correct AnswerverifiedShow Answer

If 60 million households watch Sports Story, a half hour sports news program, and there are 300 million households in United States, the national rating for Sports Story is:

Correct AnswerverifiedShow Answer

Assume a television show Master Quiz had an average national program rating of 18 during the 2007 season. This means that:

Correct AnswerverifiedShow Answer

In the early days of television, the production and content of most television programs was the responsibility of:

Correct AnswerverifiedShow Answer

Which of the following statements about network advertising is true?

Correct AnswerverifiedShow Answer

The sole source of network television and local audience information in the United States is:

Correct AnswerverifiedShow Answer

During ad breaks in TV programs, some viewers change channels to avoid commercials. This practice is known as:

Correct AnswerverifiedShow Answer

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

Correct AnswerverifiedShow Answer

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Correct AnswerverifiedShow Answer

Which of the following statements about off-network syndication is true?

Correct AnswerverifiedShow Answer

Morning, daytime, prime time and late fringe are all examples of:

Correct AnswerverifiedShow Answer

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of syndication?

Correct AnswerverifiedShow Answer

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

For advertisers, the _____ is one disadvantage of cable television as compared to network television.

Correct AnswerverifiedShow Answer

A network supplies programming and services to a series of local TV stations, or _____, which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming.

Correct AnswerverifiedShow Answer

John Inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. However, the company was able to purchase 15 second spots at a higher than average price. In this scenario, John Inc. is likely to have purchase airtime in the:

Correct AnswerverifiedShow Answer

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Correct AnswerverifiedShow Answer

Which television daypart has the highest rates and is dominated by national advertisers?

Correct AnswerverifiedShow Answer

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