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The Community Food Coop,a local for-profit grocery cooperative,has decided to purchase an ad on a popular local TV show .The show reaches 12,000 people in the primary target audience,is rated 10,and a 15-second spot costs 00.What is the cost per thousand (CPM) ?


A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $70.00

F) All of the above
G) B) and E)

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What are the advantages of broadcast television advertising? Describe at least three benefits in your response.

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Answers will vary,but may include any of...

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The abbreviation GRP,in television,refers gross rating points,which are 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) targeted rating points achieved by a syndicated program.
E) total rating points achieved by a particular media schedule over a specific period.

F) C) and D)
G) B) and C)

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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.Calculate the station's average quarter-hour rating.

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4,200/51,0...

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What are the benefits of advertising on cable television?

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The advantages associated with...

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_____ syndication involves original shows,like 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

F) A) and B)
G) C) and D)

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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.

F) B) and E)
G) C) and E)

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Abe Cooley,a local handyman,likes to advertise that he will come to your home and do any task you need on KBGA,the local college radio station.The station serves a community of 70,000,and the average quarter-hour persons for KBGA are 9 ,900.Abe buys 20 spots.What is his number of GRPs?


A) 2 ,828.57 GRPs
B) 282.86 GRPs
C) 28.28 GRPs
D) 2.82 GRPs
E) .28 GRPs
GRPs = Gross impressions/population x 100 = 198,000/70,000 x 100 = 2.828 x 100 = 282.857

F) A) and B)
G) B) and D)

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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) testing advertising slots.
E) buying a sponsorship.

F) B) and D)
G) C) and E)

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An advertiser would most likely avoid using network TV advertising because of


A) government control.
B) lengthy lead-times.
C) identical coverage.
D) sponsorship demands.
E) a lack of regulation.

F) A) and E)
G) B) and E)

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Which method of buying advertising time on radio is most similar to ROP in newspaper advertising?

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Run-of-station (ROS)...

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There are over 20 national radio networks making a resurgence in the industry by distributing programs to 80 percent of licensed radio stations to complement local programing.

A) True
B) False

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Nielsen reports that the average U.S.home receives almost 200 TV channels,although most viewers watch only 5 to 10 of those channels.

A) True
B) False

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The process of buying television advertising time is so simple that even the largest advertisers perform the task in-house.

A) True
B) False

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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.

F) D) and E)
G) B) and D)

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Submittable is a small start-up that helps any company handle submissions,from poems to resumes.They have a small budget but want to market the service on television in specific areas like Seattle where there are large companies that need to handle a lot of documents.What kind of advertising should Submittable buy?

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The advertiser should buy spot announcem...

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Give the four limitations of advertising through radio.

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The reasons are: (1)it is only an aural ...

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Some of 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.

F) C) and D)
G) B) and D)

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Which of the following best explains why an advertiser would choose radio advertising over other available media?


A) Radio commercials are fleeting.
B) Radio production is inexpensive.
C) Radio restricts the number of creative options that a radio advertiser has.
D) Radio stations with the most appeal to advertisers have the greatest number of commercials.
E) Radio audiences are highly segmented, which saves money for advertisers that need to blanket a market.

F) A) and B)
G) C) and E)

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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

F) B) and E)
G) D) and E)

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