Q&A Hero

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?

Q: (p.307)Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Q: (p.308)Although cable subscribers may receive more than 160 channels, most households only watch 5 to 10 channels.

Q: (p.309)DTV sends and receives moving images and sound by analog signals rather than the digital signals.

Q: (p.310)Because the public considers TV the most authoritative and influential medium, it is able to offer advertisers a prestigious image.

Q: (p.310)Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

Q: (p.311)The heaviest viewers of broadcast TV are middle-income, high school-educated individuals and their families.

Q: (p.312)The death of the TV commercial is imminent.

Q: (p.313)Television is no longer the most cost-effective way to deliver messages to large, well-defined audiences.

Q: (p.323)The percentage of homes in a given area that have one or more TV sets turned on at a particular time is expressed as HUT.

Q: (p.313)Television is a good leverage tool.

Q: (p.315)The ability to fragment the mass audience is one of the principal benefits of cable television.

Q: (p.317)First-run syndication is also called barter syndication.

Q: (p.318)Even though marketers find product placement to be very useful, it offers a disadvantage due to the marketers' loss of control of how and when the product appears in a program.

Q: (p.319)Three times each year, Nielsen compiles the ratings from various markets, and television stations use this information to determine how much they can charge for commercial time.

Q: (p.319)It is easier to gather reliable information about the audiences for cable TV programs than for broadcast TV programming.

Q: (p.320)Television time is divided into dayparts.

Q: (p.323)Audience composition is the percentage of homes with sets in use turned to a specific program.

Q: (p.324)Assume that the local Advance Auto Parts retailer had agreed to advertise on the live televising of the local parade and tree lighting ceremony. Due to equipment problems, the event was not televised and the station showed an old episode of "7th Heaven" instead. Because of its advertising agreement with the network, the retailer would receive a(n) _____ to compensate for the lower ratings than expected. A.affidavit of nonperformance B.re-do C.do-over D.preemption notice E.make good

Q: (p.325)Which of the following statements about the use of radio in IMC is true? A.Advertisers must remember that radio is a passive medium. B.Radio is a poor medium for integrated marketing communications. C.Radio enables advertisers to maintain strategic consistency. D.Advertisers cannot create an identity using radio ads. E.Since radio is not highly mobile, retailers cannot reach prospects before they purchase.

Q: (p.326)When buying radio time, advertisers usually buy the station's: A.format. B.programs. C.time slots. D.reputation. E.personalities.

Q: (p.329)Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media? A.Radio commercials are fleeting B.Radio stations with the most appeal to advertisers have the greatest number of commercials C.Radio production is inexpensive D.Radio audiences provide a highly segmented audience for advertisers that need to blanket a market E.Radio may restrict the number of creative options that a radio advertiser has

Q: (p.329)Why would radio be a poor advertising medium for a fabric store that was trying to increase its market by carrying a new line of brightly-colored upholstery fabric? A.Radio is too selective B.Radio is programmed to suit listeners' moods C.Radio is very expensive when compared to most other media D.Radio is only a sound medium E.Radio lacks creative flexibility

Q: (p.329)The primary benefits of advertising on the radio are: A.mass-audience appeal and low production costs. B.lack of clutter and high auditory appeal. C.creative flexibility and low clutter. D.high reach and frequency, selectivity, and cost efficiency. E.immediacy, mass-audience appeal, and high reach.

Q: (p.329)Radio stations base the rates they charge their advertisers on: A.the size of the station's DMA. B.the number of advertisers that have purchased ROS. C.the time of day the advertiser wants its ad to run. D.demographic parameters. E.the size of the advertiser's advertising budget.

Q: (p.329)To take advantage of the lowest radio ad rates, the owner of a local pet grooming salon can order spots on an ROS basis. ROS means: A.right of selectivity. B.right-of-service. C.run-of-station. D.rate-on-sale. E.radio organized sales.

Q: (p.329)An advertiser that wanted to make certain that the station would run a percentage of its spots in the better day parts-and not just late at night-should buy: A.co-sponsorship production package. B.radio organized sales (ROS) package. C.cume audience plan. D.total audience plan (TAP) package. E.targeted day part plan.

Q: (p.329)_____ identifies the average number of people listening to a specific station for at least five minutes during a 15-minute period. A.CPM B. An unduplicated audience C. AQH persons D.Frequency E.Reach

Q: (p.331)In an average quarter-hour, the total listening audience in Lincoln is 35,600. If radio station WLCN has an average quarter-hour listenership of 6,800, what is WLCN's average quarter-hour share? A.19.1 percent B.47.65 percent C.52.35 percent D.80.9 percent E.81.25 percent

Q: (p.331)The owner of Nelson Car Repair wants to advertise on its local radio station WTFT. The community in which the station is located has 60,000 residents. The average quarter-hour persons for WTFT is 14,000 and the number of spots the advertiser wants to buy is 15. What number of GRPs would this plan achieve? A.3,500 GRPs B.350 GRPs C.35 GRPs D.3.5 GRPs E.35,000 GRPs

Q: (p.331)The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KAOW are 9,900 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve? A.4,125 GRPs B.412.5 GRPs C.41.25 GRPs D.4.13 GRPs E.41,250 GRPs

Q: (p.331)The total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart is referred to as its: A.total audience participation (TAP). B. duplicated audience. C. AQH persons. D. cume persons. E.GRP.

Q: (p.323)The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the "Coach's Corner", a weekly high school retrospective. The owner of the store has learned the show has a rating of 10, reaches 12,000 people in the primary target audience, and a 15-second spot costs $600. What is the cost per thousand (CPM)? A.$20.00 B.$40.00 C.$50.00 D.$60.00 E.$70.00

Q: (p.331)If you know a particular radio station has a high cume rating, you know with reasonable certainty that it has: A.high accountability. B.a lot of different people tuning into the station. C.few advertisers because of its limited audience. D.an ROS programming format. E.a network affiliation.

Q: (p.324)A preemption rate will only save an advertiser money if: A.the supply of advertising time is small. B.the economy is booming. C.the station offers a frequency discount. D.demand for advertising time is down. E.the station offers a functional discount.

Q: (p.331)Another name for cume persons is: A.frequency. B.AVQH. C. unduplicated audience. D.cumulative local market in terms of CPP. E.the representative station target market.

Q: (p.317)As the new television season unfolds, take note of the number of times your favorite character casually mentions a name-brand prescription drug. It will happen more than you think. During the first months of the 2007 television season, 705 pharmaceuticals were cleverly woven into primetime plot lines. The manufacturers that owned these brands paid the television programs to feature their products. This is an example of: A.a synergistic promotion. B.creative licensing. C.product placement. D.product diversification. E.residual fee payment.

Q: (p.317)The top pharmaceutical product integrated into television shows during 2007 was Organon Pharmaceuticals' NuvaRing, a vaginal insert birth control device infused with slow-release hormones. Organon is one of the few companies that readily admit that it has budgeted money for its product to appear on TV programming. As a result of its strategy, NuvaRing's logo and the product has been seen or talked about on several primetime TV programs, including "Scrubs", "Grey's Anatomy", and CBS's "King of Queens". This is an example of: A.a synergistic promotion B.creative licensing C.product diversification D.product placement E.residual fee payment

Q: (p.319)Nielsen Media Research: A.is a media buying organization. B.is the company responsible for determining the length of commercials. C.is the major audience rating service for television. D.uses demographically-specific surveys to pretest ads. E.is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Q: (p.319)A much-hyped rescue on "Lost", an all-star, and a host of blockbuster movies-of-the-week can only mean that the networks are using shameless stunts to get viewers to tune in. Broadcasters use the viewership numbers collected during four annual periods to set advertising rates for the rest of the year. In other words, _____ commonly co-occur when networks are trying to make themselves look attractive to advertisers. A.interconnects B.CPM planning C.reach strategy D.sweeps E.avails

Q: (p.319)Reliable information on the audiences for cable programs: A.is easily obtained from Nielsen. B.is hard to gather. C.is much more accurate than similar ratings information for network programming. D.does not divide the day into the same units as the networks do-thus making comparisons difficult. E.is easy for media planners to interpret.

Q: (p.320)A designated market area: A.refers to the geographic area in which the local TV station attracts the most viewing. B.is the area of greatest impact (AGI) for a television commercial. C.consists of all potential advertisers within a region. D.is composed of all the target audiences within a 50-mile radius of a television station. E.is the positioning designations given to an area by Nielsen.

Q: (p.320)In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chosen to advertise during "The Ellen DeGeneres Show", which is broadcast daily at 4:30 p.m. by the Virginia TV station. The restaurant is advertising during _____ time. A.peripheral B.late fringe C.prep rime D.early fringe E.prime access

Q: (p.322)Television viewing is highest during _____ time. A.peripheral B.late fringe C.post prime D.early fringe E.prime

Q: (p.299)When would an advertiser be charged a short rate? A.If the advertiser requests its ads to be placed in a particular section of the newspaper. B.If the advertiser contracts for a full year's worth of advertising and fails to buy it. C.If the ad is not ready by the closing date. D.If the newspaper advertiser wants to change an ad after the publication's closing date. E.If the advertiser wants to use a preprinted insert in addition to a display ad.

Q: (p.299)Newspaper advertisers can sometimes receive ____, a discount applied retroactively as the volume of advertising increases through the year. A.space discounts B.earned rates C.ad overruns D.short rates E.acquisition fees

Q: (p.323)A locally produced morning television show has only 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating? A.4 percent B.16.7 percent C.40 percent D.60 percent E.83.3 percent

Q: (p.299)The owner of a Greek restaurant has accepted a run-of-paper (ROP) advertising rate. This means that the retail advertiser: A.may find its ad anywhere in the newspaper, wherever space permits. B.is testing the pull rate of two identical size ads with different content for the same product. C.will not require the newspaper to rerun its ad if production quality is less than desirable. D.will be penalized if it decides to pull its ad before the closing date. E.can ensure a choice position in the newspaper by paying the higher ROP rate.

Q: (p.323)The program's _____ is defined as the number of households watching a particular TV program, expressed as a percentage of the total homes that have sets in use. A.audience share B.audience reach C.designated market area (DMA) D.area of dominant influence (ADI) E.audience frequency

Q: (p.299)The local vocational college wants to run an ad for on the same page as an article congratulating recent high school graduates. To ensure receiving this spot, the college will need to pay a _____ rate. A.power location B.choice ad site C.preferred-position D.dominant position E.prime position

Q: (p.323)In television, gross rating points (GRPs) represent the: A.sum of the potential number of viewers from each target audience. B.minimum audience share required by a national advertiser on a local station. C.total number of viewers of a particular media vehicle within a specific geographic area. D.total rating points achieved by a particular media schedule over a specific time period. E.targeted rating points achieved by a syndicated program during its first run.

Q: (p.300)When advertisers place an ad, they submit a(n) _____ to the newspaper stating the date(s) on which the ad is to run, its size, the desired position, the rate, and the type of artwork accompanying the order. A.ad paste-up B.preprinted insert C.insertion order D.layout board E.contractual agreement

Q: (p.323)The buying procedure for television time is: A.not done on a national basisbut rather a station-by-station basis. B.a process that can usually be accomplished quickly by an experienced media buyer. C.so complex that most large advertisers seek the assistance of ad agencies or media-buying services. D.not a purchase that requires any special expertise. E.so simple that most large advertisers use in-house media buyers.

Q: (p.300)A tear sheet is: A.another term for an ad paste-up. B.a guarantee that the ad will receive ROP positioning. C.a perforated, preprinted insert. D.a page that verifies that an ad ran as it was supposed to. E.the receipt that the media salesperson gives to the advertiser.

Q: (p.323)A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station. The company has learned the show has a rating of 20, reaches 10,000 people in the primary target audience and a 30-second spot costs $700. What is the cost per rating point (CPP)? A.$10 B.$20 C.$35 D.$50 E.$70

Q: (p.302)Which of the following statements about the use of directories and Yellow Pages as advertising media is true? A.Like other forms of advertising, Yellow Pages advertising are sold on a weekly or monthly basis. B.A retailer will satisfy its need to reach its consumer by picking only one directory in which to advertise. C.Directories and Yellow Pages act as valuable references for consumers. D.There is little competition among directories. E.It is not practical for small retailers to advertise in directories.

Q: (p.317)Infomercials: A.are long TV commercials that give consumers detailed information about a product. B.should not be used for products that are available through retail outlets. C.provide results that are typically not measurable. D.rely on personal selling to be effective. E.cannot be used for high-involvement products.

Q: (p.293)Newspapers may be classified according to: A.organizational structures. B.method of gathering marketing research data. C.type of audience. D.subscription rates. E.percentage of advertisements.

Q: (p.293)"Lloyd's List" was founded in Edward Lloyd's London coffee shop in 1734; it is still published as a daily business newspaper. How would you categorize this newspaper? A.By its organizational history B.By its method of gathering marketing research data C.By its type of audience D.By its subscription rates E.By its percentage of advertisements

Q: (p.294)Sunday supplements are distinct from other sections of the newspaper in that they: A.never contain editorial material. B.primarily attract local advertisers. C.are more conducive to color printing than newsprint. D.contain cheaper ad space. E.contain photographs.

Q: (p.295)Which of the following is NOT a major classification of newspaper advertising? A.Gatefold B.Display C.Classified D.Public notices E.Preprinted inserts

Q: (p.295)To prevent newspaper readers from mistaking a reading notice for editorial matter, newspapers require that: A.a black border be placed around the reading notice. B.all reading notices appear in a cover position. C.the word advertisement appear at the top of all reading notices. D.reading notices never appear on or near a newspaper's editorial page. E.the print face used for reading notices is distinctively different from that commonly used on the editorial page.

Q: (p.295)The cost of a classified ad in a newspaper is typically based on: A.the number of lines the ad occupies. B.the amount of creativity required for the ad design. C.desired reach. D.anticipated response rates. E.the number of ROPs it requires.

Q: (p.296-298)Why do newspapers typically charge national advertisers more for national ads than they charge local advertisers for local ads? A.National advertisers typically demand an ROP schedule. B.Newspapers incur additional costs in serving national advertisers. C.National advertisers refuse to use a promotional schedule. D.The Federal Trade Commission has decreed that discounts for interstate ad rates are illegal. E.The reach for local ads is much higher than the reach for national ads.

Q: (p.298)Most national newspapers charge a(n) ____, which means they allow no discounts for large or repeated space buys. A.open rate B.one-time rate C.leveraged rate D.flat rate E.contribution rate

Q: (p.289)Jerry looked at a rate card for "Equus" magazine and saw that the one-time cost for a full-page black-and-white ad was $795. He knows that the magazine has a total circulation of 15,000. Calculate the magazine's CPM. A.$0.53 B.$5.03 C.$18.87 D.$53.00 E.$188.87

Q: (p.291)Every issue of "Trucker's Connection" magazine contains a full-page ad that describes employment opportunities at Schugel Trucking. What kind of discount will this advertiser most likely receive from the publisher of this magazine? A.Frequency discount B.Trade promotion C.Service allowance D.Presentation discount E.Nonprofit discount

Q: (p.293)Which of the following is used as a basis for classifying newspaper categories? A.Their organizational structures B.Their method of gathering marketing research data C.Their frequency of deliveries D.Their subscription rates E.Their primary and secondary readership

Q: (p.293)Weekly newspapers are the fastest-growing class of newspapers because they: A.have a shorter life than daily newspapers. B.tend to have a larger male readership than daily newspapers. C.emphasize local news and advertising. D.have a significantly lower CPM than daily newspapers. E.do not charge premium rates.

Q: (p.293)The two basic physical sizes of newspaper formats are: A.normal size and pocket-size. B.insert size and oversize. C.oversize and carrier size. D.standard size and tabloid. E.gatefold and standard size.

Q: (p.293)Which of the following statements describes an advantage that has traditionally set newspapers apart from other media? A.Newspapers cannot provide an advertiser with overlapping circulation B.Newspapers are an active medium C.Newspapers have clear color reproductions D.Newspapers can provide the advertiser with prestige for the product advertised E.Newspapers are the most selective of all media

Q: (p.293)Which of the following advertising media has the highest level of credibility according to its target audience(s)? A.Word-of-mouth B.Newspaper C.Radio D.Direct marketing E.Television

Q: (p.293)Which of the following statements describes a disadvantage that has traditionally set newspapers apart from other media? A.Newspapers may have overlapping circulation B.Newspapers are ambiguous in scope C.Newspaper readership is concentrated in time D.Newspapers do not provide an advertiser with any creative flexibility E.Newspapers are a passive medium

Q: (p.288)"Lumberman" is targeted at people who use and operate sawmills. The publication is only read by people in this field and is, therefore, an example of a(n) _____ publication. A.vertical B.VMS C.demographic D.integrated E.audience-selective

Q: (p.288)"Brand Packaging" and "Flexible Packaging" are magazines designed to appeal to anyone who makes packaging decisions for the manufacturing or marketing of consumer goods. These magazines are examples of _____ publications. A.vertical B.functional C.diffused D.HMS E.horizontal