117 Ch. 11 – Flashcards

Which of the following statements is most likely true about cable TV?

Which of the following advantages does broadcast television provide to its advertisers?

The manufacturer of Classic Equine equestrian equipment would most likely 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.

One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

As an advertising medium, one of broadcast television's greatest disadvantages is:

Which statement about the use of television in IMC is LEAST likely true?

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.

_____ occurs when an advertiser underwrites the total cost of a program.

Under Armour 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:

By the name of the MTV reality show, Dr. Pepper bBand in a Bubble, you can infer that Dr. Pepper brand soda was most likely engaged in:

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).

The primary advantages of cable TV as an advertising medium are its:

What is the most likely a disadvantage of advertising on cable television?

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.

When several advertiser buy 30 or 60 second segments within a program, they are:

Why is most network TV advertising sold on a participating basis?

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

Spot announcements:

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.

Which of the following has become the largest source of programming in the United States?

More than half of the ads for Wheel of Fortune, a game show, are pre-sold to national advertisers. The rest of the advertisements for Wheel of Fortune are offered to local stations either for free or for a reduced rate. Which term best describes this situation?

_________ syndication involves original shows, like Inside Edition and Judge Judy, which are produced specifically for the syndication market.

Infomercials:

As the 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 2012 television season, more than 500 pharmaceuticals were cleverly woven into primetime plot lines. The manufacturers that owned these brands paid the television programs to feature their products. This is example of:

All of the characters on the CBS crime drama Hawaii 5-0 Chevrolet vehicles. This is most likely an example of:

Nielsen Media Research is best described as:

A much-hyped rescue on Chicago Fire and the season finales of The Amazing Race and Survivor are intended to get viewers to tune in. Broadcasters use the viewership numbers collected during four annual periods to set advertising rate for the rest of the year. in other words, _____ commonly co-occur when networks are trying to make themselves look attractive to advertisers.

Reliable information on the audiences for cable programs is:

A designated market area:

In order to appeal to women before they start cooking supper, a family-style restaurant that specializes in supper buffets has chose to advertise during The Ellen DeGeneres Show, which is broadcast daily at 4:30 p.m. by a Virginia TV station. The restaurant is advertising during _____ time.

Television viewing is highest during ____ time.

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

A locally produced morning television show has 4,000 homes viewing it. Only 24,000 households that receive the station's programs have TV sets. What is its program rating?

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.

In television, gross rating points (GRPs) represent the:

Most large advertisers use ad agencies or media-buying services to buy TV time because:

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)?

The other of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of 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 cost $600. What is the cost per thousand (CPM)?

A preemption rate will only save an advertiser money if:

The local Advance Auto Parts retailer agreed to advertise during the live broadcast of a local parade. Due to the equipment problems, the parade was not televised, and the station showed an old episode of 7th Heaven instead. Because of its advertising agreement with the network, Advance AutoParts would most likely receive a(n) _____ to compensate for the lower ratings than expected.

Which of the following statements about the use of radio in IMC is most likely true?

When buying radio time, advertisers usually buy the station's:

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

Why would radio be a poor advertising medium for a fabric store trying to increase its market by carrying a new line of brightly-colored upholstery fabric?

The primary benefits of advertising on the radio are:

Radio stations base the rates they charge their advertisers on:

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:

An advertiser that wanted to make certain that the station would run a percentage of its spots in the better dayparts and not just late at night should buy a:

_________ identifies the average number of people listening toa specific station for at least five minutes during a 15-minute period.

In an average quarter-hour, the toal 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?

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?

The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare 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 9,9,00 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?

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:

If you know a particular radio station as high cume ratings, you know with reasonable certainty that it has:

What is a strong indicator of the best time to run a radio ad?