ADV CH 13

Gardenia, a gardening show, has a rating of 20. A garden accessories shop is charged $1,500 for a 30-second spot on the show. The cost per rating point of the show is $75. $150. $100. $200.

$75

A local radio station in Dallas-Fort Worth has an average quarter-hour audience of 44,500. The total population of this area is 5,052,767. Therefore, the average quarter-hour rating is 0.81. 0.88. 8.81. 8.11.

0.88 (44500/5052767)

match 2 methods for selecting the most efficient programs to the markets they target CPP CPM whole market target market

CPP: whole market CPM: target market

The most authoritative source of advertising is newspapers. TV. the Internet. magazines.

TV

True or false: Drive times during the week see the heaviest use of radio.

True

True or false: Preproduction, the first step in producing a TV commercial, has a fairly minor influence on the cost and quality of the resulting commercial.

false

3 primary forms of radio

streaming broadcast satellite

Arrange in sequence the process of recording and controlling music for a TV commercial, with the first action at the top. Instructions mic captures sound sound is stored in a medium recorders transfer the sound

1. mic captures sound 2. recorders transfer sound 3. sound is stored in a medium

Which statement about radio is true? Almost all of the U.S. population listens to broadcast radio during an average week. Streaming has outpaced broadcast as the most popular way of accessing radio. Radio is better suited to local advertisers than to national advertisers. Podcasts are quickly becoming the most popular form of radio.

Almost all of the U.S. population listens to broadcast radio during an average week.

______, which depend on the dayparts during which programs run, dictate whether programs should continue to run or be canceled. Ethical values Stations Social messages Ratings

Ratings

What do television rating services do to deal with the fact that audiences receive TV programs from multiple stations? They increase the number of research assistants. They define geographic television markets. They compare data on a very timely basis. They attempt to create as few markets as possible.

They define geographic television markets.

Geographic areas (cities, counties) in which the local TV stations attract the most viewing are called _________ ________areas by the Nielsen station index.

designated market

True or false: Spot announcements cost more than participations, and they provide fewer options than network advertising.

false; less expensive and more flexible

Advertising using a ______ gives total control of spot placement to the station. prime-time factoring total audience plan run-of-station basis daypart mix

run-of-station basis

Which option adds the most realism to the scene being shot? graphics location a studio set animation

location

A recent market study in a small town in India shows that there are 5,000 TV households (TVHH). Out of the 5,000, 50 tune in to watch a lifestyle show, "Life Is Beautiful." The program rating of "Life Is Beautiful" is 0.01. 11.0. 0.001. 1000.

0.01

The main radio station of Singapore is MusicFM. It has an average quarter-hour audience of 10,545. The total average quarter-hour audience of all stations in Singapore is 274,500. Therefore the average quarter-hour share of MusicFM is 4.382. 2.438. 8.432. 3.842.

3.842 (10,545 / 274,500) x100%

Which of the following statements are true concerning data on TV and radio audiences? Select all Companies can subscribe to a rating service to obtain its data for use in planning media advertising. There is a single rating service that provides audience data to all media companies in the United States. Rating services gather data on TV and radio audiences at their own expense. Advertisers must pay media companies to obtain data on their viewing audiences.

Companies can subscribe to a rating service to obtain its data for use in planning media advertising. Rating services gather data on TV and radio audiences at their own expense.

Match the various dayparts of television time to their corresponding timings based on Eastern Standard Time Day time Early fringe Early news Prime access 9am - 4pm 7:30 - 8pm 5:30 - 7:30pm 4 - 5:30pm

Day time: 9am - 4pm Early fringe: 4 - 5:30pm Early news: 5:30 - 7:30pm Prime access: 7:30 - 8pm

What is an advantage of spot radio? It gives national level coverage to the commercials. It allows great flexibility to national advertisers in their choice of markets. It uses the most advanced technologies for their commercials.

It allows great flexibility to national advertisers in their choice of markets.

Which of the following is an advantage of participation-basis advertising? It does not require a long-term commitment to a single program. It is flexible when it comes to adherence to network standard and practices It has less lead time. It offers high flexibility.

It does not require a long-term commitment to a single program.

What is a run-of-schedule positioning of a commercial? The commercial is aired per the schedule agreed on by the advertiser. The commercial is aired after all the scheduled commercials are aired. The commercial is aired when the station chooses to run it. The commercial is aired in between programs.

The commercial is aired when the station chooses to run it.

Which of the following is software for electronic media buying? Nielsen's PAL IBM's 7090 series Microsoft's PowerShell Oracle's PeopleSoft

Nielsen's PAL

How does television act as a good leverage tool for advertisers? TV commercials rely on the impulsive talking skills of the endorser to bring in customers. TV commercials are mostly live and provide advertisers with instant feedback. TV advertising is a very cost effective advertising tool which minimizes the advertising cost and maximize sales TV commercials get people responding to the message, then advertisers can follow up through cheaper mediums.

TV commercials get people responding to the message, then advertisers can follow up through cheaper mediums.

An advertiser that advertises on cable TV commonly buy ads over a channel's full schedule because it requires the network to run ads during programs geared toward women. the full schedule covers a wide range of different audiences. cable networks do not allow spot announcements. a cable network targets a relatively narrow audience.

a cable network targets a relatively narrow audience.

Which of the following is an important function of a radio producer in the preproduction phase of a radio commercial? The producer prepares a budget for the commercial. The producer assists the sound engineer in selecting the best take from the session. The producer monitors the recording of a session. The producer makes duplicates of the master tape for broadcast.

The producer prepares a budget for the commercial.

In a television commercial, the responsibility for completing the job on time and within budget lies with the content director. commercial director. art director. agency producer.

agency producer

In the preproduction phase, the producer of a video spot must first ______ in order to minimize costs for the advertisers. come up with at least 10 storyboards reduce dupes minimize editing analyze production techniques

analyze production techniques

The distribution of the television audience into demographic categories is called _________ __________

audience composition

Which medium of television reaches its audience by transmitting electromagnetic waves across a region through the air? DTV wire TV broadcast TV cable TV

broadcast TV

A motion picture photographer is called a(n) art director. copywriter. cinematographer. illustrator.

cinematographer.

The ratings measurement system called C3 measures commercial rating plus commercial viewing up to three days after airing. three different aspects of commercial viewer demographics. only live commercial ratings. only the commercials viewed up to two days after airing.

commercial rating plus commercial viewing up to three days after airing.

Which of the following is an important function of electronic media buying software? evaluating market-by-market performance of media schedules creating strategies for a company's growth creating commercials by using advanced technological measures eliminating the need for a media-buying staff

evaluating market-by-market performance of media schedules

The total rating points a particular media schedule achieves over a specific period are called _______ rating points

gross

In syndicated programming, the producer deals directly with ______ to sell a program. the government individual stations advertisers broadcasting

individual stations

A company that sells food processors buys a full program-length spot on a channel and decides to promote the product by demonstrating how to use it, showcasing its benefits, and taking orders by telephone. This is an example of a(n) animation. infomercial. participation basis advertisement. spot advertisement.

infomercial.

match the kind of lighting and mood that it creates intense light warmer light romance anxiety

intense light - anxiety warmer light - romance

Match the different dayparts to the corresponding viewers late fringe early fringe viewed most heavily by women viewed most heavily by adults

late fringe - viewed most heavily by adults early fringe - viewed most heavily by women

Multiple ad purchases that the cable network can place throughout a channel's daily schedule offered at a discount to the advertisers is called run-of-schedule positioning. program-length advertising. flat rate positioning. participation basis positioning.

run-of-schedule positioning.

The use of media-buying services by large advertisers has been growing because such services run parallel promotion campaigns. save advertisers money. create more jobs in an advertising firm. monitor local rating of commercials.

save advertisers money.

The process in which all the elements of the commercial come together and are recorded is called a spot. dub. rehearsal. session.

session.

A radio session is recorded in a sound studio. studio lot. control room. studio set.

sound studio.

Which people typically collaborate on creating proper lighting for a shoot? the print production manager the producer the director the cinematographer

the director the cinematographer

Who of the following are involved in assembling the commercial during the postproduction phase? the film editor the camera operator the director the sound mixer

the film editor the director the sound mixer

Who selects the director for a radio commercial and the studio for recording it? the art director the copywriter the producer the casting director

the producer

A recent survey in a town showed that there are 5,000 TV sets there. Out of that, 500 sets were found to be turned on a given time. The HUT of that town is 50%. 100%. 10%. 500%.

10%

Which of the following are standard types of cameras used for making TV commercials? select all 35-mm film 100-mm film digital 75-mm film

35-mm film digital 75-mm film

Match the most prominent U.S. commercial channel to their corresponding channel numbers VHF UHF channels 2 through 13 channels 14 and above

VHF - channels 2 through 13 UHF - channels 14 and above

Which of the following is a benefit provided by satellite radio that is not available to terrestrial radio listeners? a large number of program choices wide choice in satellite radio providers free subscription lower advertising costs

a large number of program choices

An advertiser uses the number of TVHH to get a measure of the buying power of the individuals. literacy rates. a market's size. the living standards of a region.

a market's size.

Which term refers to the percentage of homes with sets in use (HUT) that are tuned to a specific program? audience share households using TV audience composition total audience

audience share

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 called the gross impressions. rating point system. audience composition. cume persons.

cume persons.

True or false: Spot advertising on cable channels is relatively simple because specific cities are served by a single cable company.

false; one city may be served by 10 or more cable companies

What is the first step that advertisers typically take in preparing a radio schedule? identifying the time periods with the most potential buyers developing an appropriate mix of advertising based on stations' rate cards finding stations with a high concentration of a target audience calculating the cost per 1,000 target audience

finding stations with a high concentration of a target audience

A leading soap brand advertises on television with a catchy tune in the background. When the band is then advertised on radio with the same tune, research shows that listeners picture the TV commercial in their minds. This is an example of spot commercials. imagery transfer. sound engineering. broadcasting.

imagery transfer.

Which of the following is a disadvantage of live radio commercials? the overuse of sound effects unnaturally uniform speech patterns lack of entertainment inconsistency in how they are delivered

inconsistency in how they are delivered

During which stage does the sound engineer mix music, sound effects, and vocal to create a finished radio commercial? production periproduction postproduction preproduction

postproduction

A _____________rate is lower than the regular rate because the advertiser agrees to be "bumped" if another advertiser pays the regular rate.

preemption

What is the term for the practice of companies paying to have their goods written into movies or television shows? spot advertising direct-response television syndication product placement

product placement

Contemporary hit radio, adult contemporary, country, rock, easy listening, news/talk, and adult standards are different radio programming formats. programming technologies. commercial slots. buying times.

programming formats.

The program audiences of TV and radio stations are measured by companies called demographic services. network stations. rating services. ad surveyors.

rating services.

Live action technique shoots commercials using dancing puppets. images. cartoons. real actors.

real actors.

An advantage of infomercials is that they give exposure to off-brand products. ad length is short and crisp. they primarily run during prime time. results are measurable and accountable.

results are measurable and accountable.

The least authoritative source of advertising is TV. magazines. the Internet. newspapers.

the Internet.

Who is responsible to for creating the final version of a commercial during the postproduction phase? the camera operator the producer the director the sound engineer

the sound engineer

The average quarter-hour rating of a local radio station is 2.1. The station has 20 spots available. What would the station's gross rating points be? 4.20 4.42 42 0.42

42

Match the 2 ways of measuring AQH to their corresponding definitions Average quarter-hour rating Average quarter-hour share It expresses the AQH persons as a percentage of the total radio listening audience in the area. It expresses the AQH persons as a percentage of the population.

Average quarter-hour rating - It expresses the AQH persons as a percentage of the population. Average quarter-hour share - It expresses the AQH persons as a percentage of the total radio listening audience in the area

Which of the following statements about cable TV is accurate? All cable TV programming is commercial free. Cable TV includes pay channels, such as Showtime. Cable TV does not carry local shows. Cable TV was originally available only in urban areas.

Cable TV includes pay channels, such as Showtime.

Which of the following are reasons why cable TV became more attractive to viewers beginning in the 1970s? Cable TV became the only source of entertainment for urban areas. Cable TV slashed rates for the programs it offered. Cable TV offered a large number of channels. Cable TV provided channels with uncut first-run movies.

Cable TV offered a large number of channels. Cable TV provided channels with uncut first-run movies.

Which of the following is a true statement regarding the infomercial? It is long-form advertising. It neglects creativity. It is aired only on radio. It is the cheapest form of advertising.

It is long-form advertising.

What are the main reasons why streaming video is a disruptive force for traditional television viewing methods? select all It is mostly free from ads. It is free for viewers. It relies on "appointment viewing." It can be watched when and where viewers want.

It is mostly free from ads. It can be watched when and where viewers want.

What is cume rating? It is the cume persons expressed as a percent of the total reach potential of the station. It is the cume persons expressed as a percentage of the total gross impressions of a commercial. It is the current cume persons expressed as cost per thousand. It is the cume persons expressed as a percentage of the population being measured.

It is the cume persons expressed as a percentage of the population being measured.

Which statements about TV advertising are true? select all Brand reinforcement messages are more effective when they are in print than on televisions. Television is the most cost-effective way for advertisers to reach large, defined audiences. Local cable has made TV advertising affordable even for small advertisers. A single TV program delivers a larger mass audience than it did 20 years ago.

Television is the most cost-effective way for advertisers to reach large, defined audiences. Local cable has made TV advertising affordable even for small advertisers.

The ____________is the opening of a camera that controls the amount of light that reaches the film or digital media.

aperture

The average number of people listening to a specific station for at least five minutes during a 15-minute period of any given daypart is called average quarter-hour audience. average quarter-hour rating. cume persons gross rating points

average quarter-hour audience

Which form of syndication is also called advertiser-supported syndication? first-run syndication barter syndication rerun syndication off-network syndication

barter syndication

Heaviest radio use occurs when many users are jogging or exercising in the morning. working during the day. commuting to or from work or school. having breakfast or dinner at home.

commuting to or from work or school.

The efficiency of a show in reaching its prospects increases when the cost per 1,000 target audience decreases. stays the same. increases.

decreases

The efficiency of a show in reaching its prospects increases when the cost per 1,000 target audience decreases. stays the same. increases.

decreases.

Which of the following are steps in preparing a radio schedule? select all identifying stations whose format the advertiser likes the most preparing a script for a radio commercial determining dayparts on a station that offer the most potential buyers evaluating a proposed buy in terms of reach and frequency

determining dayparts on a station that offer the most potential buyers evaluating a proposed buy in terms of reach and frequency

The Home Shopping Network is an example of direct-response TV. syndication. participation basis advertising. spot announcements.

direct-response TV

A buyer's cost per point is a measure of a program's credibility in ensuring that a spot ad would increase the product's sales. social significance. efficiency in delivering the target audience. popularity rating.

efficiency in delivering the target audience.

Which of the following is a system used by national reps of broadcast stations to deal with multiple stations? supply-chain multiplication data maintenance isolation expense and cost recovery electronic data interchange

electronic data interchange (EDI)

The free advertising time that an advertiser receives to compensate for spots the station missed or ran incorrectly is referred to as ______________

makegoods

What is the main method of television viewing for viewers between the ages of 18 and 29? satellite subscription online streaming services broadcast television cable television

online streaming services

An advertiser is engaging in ______ when it helps pay for the cost of a program. programming networking sponsorship specialization

sponsorship

Media buyers use the term "avails" to refer to time slots available to an advertiser. available discounts for a similar spots. available rating scales for a program. demographic data available for a specific show.

time slots available to an advertiser.

How does television act as a medium to impart brand meaning? It does this by being a clutter-free source of advertising. It does this by delivering a creative big idea to the audience. It does this by being a cost-effective medium. It does this by being a mobile medium of advertising.

It does this by delivering a creative big idea to the audience.

What is a disadvantage of using radio advertising? It has a long lead time required to book time. It has a high net cost per station. It has a complicated administration system. It lacks sufficient regional coverage.

It has a long lead time required to book time.

What is a disadvantage of broadcast TV advertising? It has become less cost-effective due to audience fragmentation. The impacts of TV ads are mild when compared to other mediums. TV advertising provides only limited opportunities for creativity. It lacks wide coverage of the various markets with buying power.

It has become less cost-effective due to audience fragmentation.

Which of the following is a disadvantage of participation-basis advertising? It results in long-term commitment to one program. It limits the advertisement to a region. It is less expensive than spot announcements. It has long lead times.

It has long lead times.

Which statements accurately describe radio? Unlike television, it tends to be a passive medium. It is a personal medium that people listen to alone. It is highly mobile. It is not well-suited to integrated marketing communications.

It is a personal medium that people listen to alone. It is highly mobile.

Why is radio a good advertising medium? It tends to be a passive medium. It is cost-effective. It reaches a wide audience. It reaches a highly targeted audience.

It is cost-effective. It reaches a wide audience.

Which of the following is a true statement regarding satellite radio? It requires audience members to pay a monthly subscription fee. Its rates for advertising are lower than those for terrestrial radio stations. It is region specific and gives only local news. It can be be heard on FM station receivers.

It requires audience members to pay a monthly subscription fee.

What is unique about a studio lot? Sets have to be taken down each day. Its outside area is shielded from off-site sounds. It uses special effects to simulate outside environments. It requires the use of fewer production people.

Its outside area is shielded from off-site sounds.

For an advertiser with a small budget or limited distribution, it is best to use ______ to introduce a product region by region. spots syndication sponsorship participation

spots

Radio commercials are called master copies. dubs. sessions. spots.

spots

Rating services and media planners refer to the number of households that own television set as _________ _________

TV household

Located in the control room, the central "switchboard" that the director and sound engineer work at for controlling the sounds and channeling them to the appropriate recording devices is called a(n) ______________

console or board

The total impressions expressed as a percentage of the measured population are referred to as the ______ of a radio schedule. gross rating points gross quarter-hour audience average quarter-hour share cume rating

gross rating points

The FM band of radio is more popular than AM because the FM band has better sound fidelity. is less expensive. is more user friendly. has more advertising slots.

has better sound fidelity.

To deal with outside noises, such as alarms or traffic, most film and video studios rely entirely on the sound editor. have heavy soundproofing. film at night. dub in sound later.

have heavy soundproofing.

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

household using

Radio stations use prerecorded commercials to adhere to the rules of the government on radio commercials. maintain broadcast quality. increase the number of radio spots. increase the believability element of the commercial.

maintain broadcast quality.

A popular TV channel promises a prime commercial slot for Fashionmart, a leading retail clothing store. Due to certain technical issues, the channel cancels the show and misses airing the commercial. To compensate for this, the channel agrees on providing Fashionmart with free advertising spots called makegoods. reverse spots. avails. inventories.

makegoods.

Broadcast TV attracts the largest volume of ______ advertising. local national international regional

national

A system in which individuals act as sales and service representatives for a number of stations is called a(n) ______ system. syndication participation basis audience representation national rep

national rep

The major drawback of shooting on location is that graphics usually need to be added to scenes. natural lighting is difficult to control. actors are forced to put in more effort in acting. the realism element is minimized.

natural lighting is difficult to control.

Match form of syndication to the types of shows related to it off-network syndication first-run syndication barter syndication

off-network syndication - former popular network programs sold to individual stations for rebroadcast first-run syndication - original shows produced specifically for the syndication market barter syndication - first-run programs offered free or for a reduced rate but with some of the ad space presold to national advertisers

The percentage of TV households in an area that are tuned in to a specific program is referred to as the ______________ rating

program

The TV audience measurements prior to C3 measured program and commercial minutes viewed up to five days after a program was aired. commercial minutes viewed on the program day it was aired. program minutes viewed on the day a program was aired. commercial minutes viewed within three days of the programming being aired.

program minutes viewed on the day a program was aired.

Local advertisers typically depend on which of the following to find good buys for their advertising dollar? advertising agencies media-buying services station reps copywriters

station reps

The ______ offers the best control for scenes requiring large amounts of space, scenery, and the full effect of outdoor lighting. carpentry shop studio lot artificial set location

studio lot

Rehearsals are important in the preproduction phase because clients are not allowed at rehearsals. a studio provides better facilities during rehearsals than during sessions. studios charge by the hour for a session. rehearsals are more profitable than actual sessions.

studios charge by the hour for a session.

The camera accessory that allows the camera to see a spokesperson through the back of a two-way mirror while the spokesperson reads moving text reflected off the front is called a(n) ___________

teleprompter

Daypart mix is based on the television usage levels reported by the rating services. number of TV households in a region. target audience available in a locality. cheapest availability of a spot.

television usage levels reported by the rating services.