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Exam 9: Broadcast Media

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Question 1

Multiple Choice

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Which type of network television advertising provides advertisers more flexibility in market coverage, target audiences, scheduling, and budgeting?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement

Correct Answer

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A

Question 2

Multiple Choice

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Which of the following is NOT a type of network television advertising alternative?

A) sponsorship
B) participations
C) product placement
D) local spot announcements
E) national spot announcement

Correct Answer

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Question 3

Essay

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Based on the "Practical Tips" given in this chapter, give three reasons to use movie ads as an advertising medium.

Which of the following is NOT an advantage of advertising on radio?

A broadcast ________ exists whenever two or more television stations are able to broadcast the same program that originates from a single source.

What is causing growth in interactive television?

Coca-Cola had an "Always Coca-Cola" campaign in which their agency created jingles in several different music styles, such as rock-and-roll, country, hip-hop, and easy rock. The musical quality was on par with the music programming heard on radio stations, and they wanted to ensure that consumers heard it at that quality level. They also wanted as many consumers as possible to be exposed to the ads. Explain which type of radio is best at meeting these requirements?

What are the two types of syndicated programs?

Which of the following type of network television advertising is the dominant form, representing more than 90 percent of all network advertising?

In "A Matter of Principle" what problem is analyzed?

Which of the following statements is false regarding broadcast media?

An instrument that records what shows are being watched is a(n) ________.

Based on the "Practical Tips" given in this chapter, give three reasons to use product placement as an advertising medium.

Community Coffee once claimed in one of their television commercials that it was the "state coffee of Louisiana," and a nice lady mockingly said at the end of the commercial that "You've got to be a Yankee if you don't like Community Coffee!" Community wants to advertise on cable television, especially during food-related shows that appear on the Food Network. Because Community Coffee is distributed only in the South, they don't want nationwide exposure for their ads. Explain how Community can advertise on a regional basis on cable television.

The FCC allows public broadcasting system (PBS) stations to air commercial messages, called program sponsorships, as long as the messages do not make a call to action (i.e., ask for a purchase) or make price or quality comparisons and appear only during the local 2.5-minute program breaks.

MINI-CASE Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials. -Refer to Mini-Case. One thing P&G has done recently is to develop family-friendly programming, assuming the total financial responsibility for producing the program and providing the accompanying commercials. They are concerned that some of the controversial programming on television today hurts their brand's image if they advertise during that type of programming. What form of television advertising is P&G undertaking?

Choose the option that is NOT a disadvantage of advertising on television.

MINI-CASE John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure. -Refer to Mini-Case. John really wants consumers to see the delicious roast beef sandwiches Lion's Choice has to offer. Which broadcast media is NOT appropriate for his needs? Explain your answer.

How does Arbitron collect consumers' radio listening behavior?

How did Holiday Inn Express, which was described in the chapter opening vignette, position itself?