mktg 353 chapter 11 knowledge checks
What are advantages of OTT (over-the-top) video for consumers? (Select all that apply)
- availability of unique program content - facilitation of on-demand viewing - ability to customize channels
Select the principal forms of television networks and stations that are available to advertisers. (Select all that apply)
- broadcast - over-the-top video - satellite - cable
What are the benefits of product placement for advertisers? (Select all that apply)
-it allows advertisers to align their products with popular characters - it helps advertisers avoid the credibility issues that surround commercials - it captures those consumers that would ordinarily avoid watching commercials
A recent survey in a town showed that there are 5000 TV sets across in the surveyed area. Out of 5000 TV sets, 500 are found to be turned on. In this scenario the households using TV (HUT) is _______ %
10
What calculations do media buyers use to help them select the most efficient programs in relation to the target audience? (Select all that apply)
CPP and CPM
How does television act as a good leverage tool for the advertisers?
TV commercials reach millions of people, allowing advertisers follow up through respondents through cheaper mediums
Rating services and media planners refer to the number of households in a market area that own television sets as _____.
TV households (TVHH)
Daypart mix is based on the
TV usage levels reported by the rating services
audience share
The percentage of homes with TV sets in use (HUT) tuned to a specific program.
average quarter-hour share
The radio station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area.
total audience
The total number of homes reached by some portion of a TV program. This figure is normally broken down to determine the distribution of the audience into demographic categories.
Television imparts brand meaning by _____.
delivering a creative big idea to the audience
Radio enables advertisers to maintain strategic consistency and to stretch their media dollars through _____.
imagery transfer
When the visual elements of a TV commercial are transferred into the consumer's mind by using a similar audio track in its radio counterpart, it can be referred to as ___________ ___________
imagery transfer
program-length ads are also known as
informercials
A disadvantage of broadcast TV advertising is that it _____.
is prone to zipping and zapping
An advantage of broadcast TV advertising is that it _____.
is seen as being prestigious
Which statement reflects the fact that radio can target an audience where other media cannot?
it can be accessed while driving a car
An advantage of incorporating participation advertising is that _____.
it lets smaller advertisers buy a limited amount of time
What is a disadvantage of the use of satellite TV?
it requires complicated hardware to install
Which of the following is a disadvantage of radio commercials in comparison with TV commercials?
listeners only half hear some radio commercials
Identify an advantage of participation advertising.
long term commitments to a single program are avoided
The free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed is referred to as _____.
make goods
What is an advantage of broadcast TV advertising?
mass coverage
Rating services furnish data on the _____ by picking representative samples of the market.
number of viewers and listeners
Select the three forms of syndication.
off network, first run & barter
What are advantages to the use of satellite TV? (Select all that apply)
picture quality, cost and accessability
The program audiences of TV and radio stations are measured by companies called ______.
rating services
What is one of the four principal formats of television networks and stations available to advertisers?
satellite systems
An advertiser is engaging in _____ when he underwrites the cost of a program.
sponsorship
An individual commercial message run between two programs but having no relationship to either are called ______.
spot announcements
When introducing a new product into one area at a time, an advertiser with a small budget or limited distribution typically uses _____.
spots
To help determine the best buys for their money, local advertisers rely on ______.
station reps
The advent of social media and _____ have transformed the experience of television and advertising.
streaming media
Next to the savings over cable TV, what do consumers most desire from OTT?
the ability to watch shows on demand
average quarter-hour rating
the average quarter-hour persons estimate expressed as a percentage of the total market population
What is a designated market area?
the geographic area in which local TV stations attract the most viewing
Broadcast television was the fastest growing advertising medium until the advent of _____.
the internet
The logic behind placing entertaining commercials at service station gas pumps was based on
the prelim commercials shown in movie theaters
Rating points relate to _____.
the whole market
Why do spot advertisements tend to have less viewers?
they are surrounded by clutter
The popularity of buying services has increased because _____.
they charge less and can save advertisers money
When spots are ordered on a run-of-station basis, total control of spot placement is left up to the station, because of this most stations offer a(n) _____ package rate.
total audience plan
Why do cable programming services provide their own reports of audience viewership by show?
traditional techniques rely on too small a sample size to statistically significant
True or false: OTT is attractive to advertisers because it shares much more information about viewers than do other viewing methods.
true
A newer form of video media, referred to as OTT, delivers _______.
tv on demand over the internet
OTT, or over-the-top video, refers to ______.
video content streamed over the internet
Select the advantages of podcasts over radio formats. (Select all that apply)
- segment geographically - friendly to advertisers - appear to clearly defined demographic segments
What benefit does OTT provide advertisers that it does not get from other viewing methods?
OTT provides a vast amount of data on its viewers allowing advertisers to customize their ads
What practice has resulted in a decline in cable television's growth and penetration in the market?
an increase in cord-cutting
_____ refers to the percentage of homes with sets in use (HUT) tuned to a specific program.
audience share
audience composition
audiences broken down into demographic categories
A disadvantage of OTT advertising lies in its _____.
availability
Advertiser-supported syndication is also known as _____.
barter syndication
Participation advertising has the disadvantage of _____.
being inflexible and highly priced
The only medium that offered sight, sound, and motion in people's homes at its inception shortly after World War II was _____.
broadcast TV
A company that sponsors programs _____.
controls the placement of commercials
Which of the following is an advantage of radio advertising?
cost efficiency
The most efficient programs in relation to the target audience are selected by media buyers using the _____.
cost per rating point (CPP) and cost per thousand (CPM)
for geographic areas in which the local TV stations attract the most viewing, the Nielsen station index used the term _____ ______ _____ (DMAs)
designated market areas
Cord-cutting is the practice of ______.
discontinuing cable TV and switching to internet video services
Heaviest radio use occurs during _____.
drive times
Select the instances where radio has an advantage over other mediums of advertising.
driving and walking
Spot advertising is more difficult to buy than network advertising because _____.
each station needs to be contacted directly
Social media has helped to transform the video experience by ______.
encouraging viewers to watch a program
True or false: Drive times refer to the time when radio use is limited to a certain age group of listeners.
false
True or false: Gross rating points take into consideration a market's size.
false
Local television stations _____ with the help of the "direct-from-the-factory" approach.
get more programming control and greater profits
The total rating points a particular media schedule achieves over a specific period is called
gross rating points
The term _____ refers to the percentage of homes in a given area that have one or more TV sets turned on at any particular time.
households using TV (HUT)
Like prefilm ads in movie theaters, ads at gas stations take advantage of the fact that the audience is _____.
idly waiting for several minutes
Unlike television that tends to be a passive medium that people simply watch, radio actively _____.
involves people
Radio is considered as an active medium because _____.
it enables people to call in, make requests and participate in contests
An advertiser gets a sense of the _____ based on the number of TV households in a particular market.
markets size
Interpreting cable ratings is a difficult process because ______.
media planners have to integrate information from many different sources
Which outlet delivers the largest mass audience available for national advertisers?
network TV shows
National television or radio broadcasting chains or companies, such as ABC, CBS, NBC, or FOX are referred to as ______.
networks
OTT can be seen as the future of video in the fact that ______.
networks and cable companies have found ways to benefit from it
One of the benefits that satellite radio provides, which is not available to terrestrial radio listeners, is that it _____.
offers exclusive programming
Because of their ability to stream content over the Internet, platforms such as Netflix, Sling, or Hulu are considered to be ______.
over-the-top video
Which platform is especially attractive to cord-cutters because it allows them to customize their viewing experience?
over-the-top video
The signed and notarized document returned to the advertiser or agency, after the advertisement airs, specifying when the spots aired and what makegoods are available is called an affidavit of
performance
An audio program either streamed or downloaded to a phone or other device is a(n) ______.
podcast
What does the term "baked in" mean?
podcast ads that are part of the podcast recording
An advertiser agrees to be bumped if another advertiser pays the higher rate when the _____ rate is lower.
preemption
During _____, viewing is the highest.
prime time
Being able to align a product with a popular character and avoid the bias that sometimes comes with commercials is a benefit of ________.
product placement
DBS network is launching a new sitcom on television. The sitcom has tied up with a new energy drink called Zero-G, which will be prominently displayed on the show by having the characters drinking it often. In this scenario, the phenomenon described is known as TV _____.
product placement
When advertisers showcase their brands within television programming rather than commercials, it is a form of ______.
product placement
Identify a disadvantage of broadcast TV advertising.
production cost is high
The percentage of TV households in an area that are tuned in to a specific program is referred to as the _________ rating
program
the % of TV households in an area that are turned into a specific program is referred to as the ________- rating
program
In Baskerville, a small town, 50 percent of the households tune into the popular show "Life is Beautiful," every night. This percentage refers to the _____.
program rating
In regard to buying radio time, each _____ tends to appeal to specific demographic groups.
programming format
Contemporary hit radio, adult contemporary, country, rock, easy listening, news/talk, and adult standards are different radio _____.
programming formats
A pro of OTT advertising is that it _____.
provides a large quantity of audience data
On a _____ basis, the total control of spot placement is left up to the station.
run-of-station
When programs are sold on a station-by-station, market-by-market basis, it is known as _____.
syndication
Identify a way in which commercial rates can be negotiated.
taking advantage of preemption rates
The calculation of the cost per thousand (CPM) should be against the size of the _____.
target audience
A disadvantage of participation advertising is that _____.
the lead times are long
Which is an accurate statement regarding infomercials?
they have grown to be a more respectable form of advertising
