Q&A Hero

Q: (p.335)Television stations, newspaper publishers and cable companies have traditionally used _____ networks. A.grapevine B.centralized C.decentralized D.protocol-based E.distributed

Q: (p.348)What is the difference between a corporate Web site and a commerce Web site?

Q: (p.349-350)What are the main characteristics of sponsored links?

Q: (p.353)What are the disadvantages of Internet?

Q: (p.335)What are computer protocols?

Q: (p.335-336)Traditionally, what kind of communication network provided consumers with their information?

Q: (p.351)An interstitial is a catchall term for a variety of ads that play between pages on a Web site, popping up on the screen while the computer downloads a Web site that has been requested.

Q: (p.352)Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Q: (p.353)One of the main disadvantages of the Internet is that it is too cluttered.

Q: (p.353)Internet enables customers and stakeholders to respond to a company's media communications in real time, using the same channel for feedback that the company used for promotion.

Q: (p.335-336)What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)

Q: (p.337)Expand HTML. How is it useful?

Q: (p.338)What are the benefits of DVDs and Blue-ray technologies?

Q: (p.343)Why are Internet advertisers so interested in cookies?

Q: (p.344)The IAB originally defined an ad impression as "an opportunity to deliver an advertising element to a Web site visitor." What is the problem with this definition?

Q: (p.344)A click occurs when a visitor moves the mouse's pointer to a Web link.

Q: (p.347)What are ad networks? Who do they benefit?

Q: (p.345)In case of Internet advertising, cost per thousand, rating points, and share of audience are the same.

Q: (p.346)The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

Q: (p.346)A banner ad is typically billed according to a click rate.

Q: (p.346)Consumer targeting on the Internet is very cost intensive.

Q: (p.346)For advertisers involved in e-commerce, some site publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Q: (p.350)As advertising tools, buttons take up less space than banners.

Q: (p.337)The development of Web browsers improved the ease of Web usage.

Q: (p.337)A Web portal is a site that attempts to provide a broad array of content and services.

Q: (p.337)The more people a portal attracts, the more it can charge for ads on popular pages.

Q: (p.337)Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness.

Q: (p.337)Social media such as the Facebook replicate the real world along with its geographical barriers.

Q: (p.339)The most common form of mobile advertising is banner advertising.

Q: (p.340)Currently, most people access the Internet only through a computer.

Q: (p.341)Web 2.0 encourages user sharing and collaboration.

Q: (p.316)Which of the following has become the largest source of programming in the United States? A.Affiliates B.Independents C.Local cable system channels D.Network broadcasts E.Syndication

Q: (p.344)The simplest way to measure the Internet audience for an ad is the click rate.

Q: (p.317)"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers. This cartoon show was an example of: A.classic programming. B.first-run syndication. C.specialized programming. D.off-network syndication. E.barter syndication.

Q: (p.317)_____ syndication involves original shows, like "Oprah", "Inside Edition", and "Judge Judy", which are produced specifically for the syndication market. A.Classic B.First-run C.Audience-supported D.off-network E.Barter

Q: (p.335)Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity. TRUE

Q: (p.335)Traditionally, media content has been distributed through decentralized networks.

Q: (p.336)One of the primary differences between the Internet and traditional media is the cost of time and/or space.

Q: (p.336)The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.

Q: (p.336)In traditional media, the content consumers were also the content creators.

Q: (p.315)The primary advantages of cable TV as an advertising medium are its: B.quality, selectivity, and reach. C.reach, clutter, and selectivity. selectivity, low cost, and flexibility. E.reach, fragmentation, and quality. The primary advantages of cable TV as an advertising medium are its selectivity, audience demographics, low cost, flexibility, and testability (Refer to The Pros and Cons of Cable TV Advertising [12-C]).

Q: (p.315)One of the disadvantages that commonly plagues advertisers on contemporary cable television is: A.audience fragmentation. B.high cost. C.narrowcasting. D.inability to pretest ads. E.ad burnout.

Q: (p.315)While Gillian watched the latest episode of "The Amazing Race", she saw commercials advertising Wendy's restaurants, Carnival Cruise Lines, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis. A.cumulative B.collective C.participation D.aggregated E.fragmented

Q: (p.315)When several advertisers buy 30- or 60-second segments within a program, they are: A.buying on a participation basis. B.using a syndication allowance. C.using narrowcasting. D.buying an advertising slot. E.buying a sponsorship.

Q: (p.315)Why is most network TV advertising sold on a participating basis? A.Most advertisers find the full network lineup coincides most effectively with their target markets. B.This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage. C.Network advertising requires only a short lead-time due to the flexibility of the medium. D.All advertisers-no matter how large their advertising budget-receive an identical number of commercial slots from the FCC. E.All commercials have to be approved by the FCC.

Q: (p.315)Some advertisers avoid using network TV advertising because: A.FCC approval of TV commercials is difficult to obtain. B.network advertising requires such a long lead-time. C.all advertisers-no matter how large their advertising budget-receive identical coverage. D.advertisers find that the full network lineups always coincide with their target markets. E.it is basically unregulated.

Q: (p.315)Spot announcements: A.limit the flexibility of an advertiser. B.are unaffected by clutter. C.are easier to purchase on cable networks than national advertising is. D.are available only at network station breaks and when network advertisers purchase less than a full lineup. E.run in clusters between programs.

Q: (p.316)"Baywatch" was a program that failed to attract a sufficient audience when programmed by NBC in 1989. NBC canceled the show after a single season. It then went into production for additional seasons in _____ syndication and has become enormously successful in international markets. A.classic B.first-run C.audience-supported D.off-network E.barter

Q: (p.310)One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is: A.brevity. B.finite creative possibilities. C.limited coverage of U.S. homes. D.social dominance of the medium. E.high cost per exposure.

Q: (p.310)As an advertising medium, one of broadcast television's greatest disadvantages is: A.too much selectivity. B.its lack of immediacy. C.the absence of a media image. D.high cost of production and airtime. E.the longevity of the image created by commercials.

Q: (p.313)Which of the following statements about the use of television in IMC is NOT true? A.There is no better medium than television for image advertising. B.Advertisers find that television is a good leverage tool. C.There is no better medium than television for imparting brand meaning to viewers. D.Advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised. E.An advertiser might take advantage of the relatively high CPM of television to reach out to many prospects.

Q: (p.314)When buying cable TV, advertisers buy _____ programming that can be placed throughout a channel's daily schedule. This programming is effective because cable television appeals to distinct demographic markets. A.targeted B.insertion schedule C.run-of-schedule D.demographic fragmentation E.limited segmentation

Q: (p.314)_____ occurs when an advertiser underwrites the total cost of a program. A.Market aggregation B.Full-spot participation C.Sponsorship D.Narrowcasting E.Television customization

Q: (p.314)The Under Armour Performance Apparel of Baltimore has announced it will underwrite the total cost of televising the ESPY Awards on ESPN cable network for three years. The performance apparel manufacturer is engaged in: A.promotional placement. B.TV aggregation. C.full-spot participation. D.sponsorship. E.narrowcasting.

Q: (p.314)By the name of the MTV reality show, "Dr Pepper Band in a Bubble", you should be able to infer that Dr Pepper brand soda was more than likely engaged in: A.promotional production. B.sponsorship. C.full-spot participation. D.TV aggregation. E.narrowcasting.

Q: (p.315)One of the advantages that cable TV advertising offers to advertisers is ____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial). A.fragmented dayparts B.flexibility C.selectivity E.extended reach Broadcast TV commercials need to be short because of the high costs of production and airtime, but cable ads can run up to two minutes and, in the case of infomercials, much longer. They can also be tailored to fit the programming environment. (Refer to The Pros and Cons of Cable TV Advertising [12-C]).

Q: (p.317)According to ACNielsen, Coca-Cola, in 2007, arranged with producers that created programming for network television to show its products and logos within the TV shows used a total of 3,123 times. That is more than twice as often as the next highest company/category, which was 24-Hour Fitness Centers-Clubs. Which promotional method is Coca-Cola using?

Q: (p.322)Define television prime time.

Q: (p.329)Which method of buying advertising time on radio is most similar to ROP in newspaper advertising?

Q: (p.331)Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000. A retailer of coins and stamps buys 15 spots. Calculate gross impressions.

Q: (p.331)What is a synonym for cume persons?

Q: (p.308)Which of the following statements is true about cable TV? A.Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. B.There are now no national cable networks, but plans are being developed for one. C.Cable TV began in the late 1960s. D.The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues. E.Cable TV attracts the largest volume of national advertising.

Q: (p.310)Which of the following advantages does broadcast television provide to its advertisers? A.Low airtime costs B.The potential for zipping and zapping C.Low production costs D.Mass coverage E.Lack of clutter

Q: (p.310)The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television. A.flexibility B.tangibility C.selectivity D.potential for creativity E.productivity

Q: (p.315-316)Why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

Q: (p.328)A radio advertiser may purchase network, spot, or local radio time. Explain the differences.

Q: (p.329)List four disadvantages of radio as an advertising medium.

Q: (p.311)Briefly describe the group that watches the most broadcast television.

Q: (p.315)On what basis do most advertisers on network television buy their advertising?

Q: (p.315-316)An advertiser with a limited budget is trying to introduce a paper-based cat litter material that can be flushed into the British Columbia market. What kind of television advertising should it buy?

Q: (p.317)What is another name for barter syndication?

Q: (p.329)Average quarter-hour audience identifies the average number of people listening to a specific station for 15 minutes.

Q: (p.331)Cume persons is also referred to as reach.

Q: (p.307)Differentiate between broadcast television and cable television.

Q: (p.310)List five advantages that help to explain the popularity of broadcast television advertising.

Q: (p.310)List three disadvantages that are associated with broadcast television advertising.

Q: (p.313)Television is often included in an IMC approach to advertising. If an advertiser wanted to promote its brand, what advantage would television offer in achieving this goal?

Q: (p.315)List three advantages that are associated with cable television advertising.

Q: (p.315)List three disadvantages that are associated with cable television advertising.

Q: (p.314-315)Why do companies like the Chubb Group (a conglomerate of insurance providers), Hallmark, and IBM sponsor television programming?