Chapter Nine

Broadcast Media

Prentice Hall, © 2009 9-2

Broadcast media can be defined as:

a) Radio programming that is divided into dayparts

b) Only the live radio broadcastsc) A media that transmits sound or

images electronicallyd) Soft drink lids that can be used as

a radio transmission

Prentice Hall, © 2009 9-3

Broadcast media can be defined as:

a) Radio programming that is divided into dayparts

b) Only the live radio broadcastsc) A media that transmits sound or

images electronicallyd) Soft drink lids that can be used as

a radio transmission

Prentice Hall, © 2009 9-4

Broadcast media is different than print media because:

a) Print is bought by amount of space and broadcast is bought by amount of time

b) Broadcast is dynamic and print is static

c) Print engages fewer senses than broadcast

d) All of the above

Prentice Hall, © 2009 9-5

Broadcast media is different than print media because:

a) Print is bought by amount of space and broadcast is bought by amount of time

b) Broadcast is dynamic and print is static

c) Print engages fewer senses than broadcast

d) All of the above

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Advertisers choose radio if they want to control audience listening and control clutter.

a) True

b) False

Prentice Hall, © 2009 9-7

Advertisers choose radio if they want to control audience listening and control clutter.

a) True

b) False

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Can it be said that radio is a truly unique experience for audiences?

a) Yes

b) No

Prentice Hall, © 2009 9-9

Can it be said that radio is a truly unique experience for audiences?

a) Yes

b) No

Prentice Hall, © 2009 9-10

Advantages of television advertising include all of the following except:

a) The pervasiveness of televisions in all homes

b) The low production costs and little clutter

c) The strong impact of all emotional senses

d) The low reach costs to deliver a mass media message

Prentice Hall, © 2009 9-11

Advantages of television advertising include all of the following except:

a) The pervasiveness of televisions in all homes

b) The low production costs and little clutter

c) The strong impact of all emotional senses

d) The low reach costs to deliver a mass media message

Prentice Hall, © 2009 9-12

Advertisers using TV as their medium are most concerned with:

a) The size and characteristics of the audience watching specific shows

b) The increasing ability of audiences to avoid advertising clutter through devices such as TIVO

c) The match between a product placed and the movie or audience

d) Both a and b

Prentice Hall, © 2009 9-13

Advertisers using TV as their medium are most concerned with:

a) The size and characteristics of the audience watching specific shows

b) The increasing ability of audiences to avoid advertising clutter through devices such as TIVO

c) The match between a product placed and the movie or audience

d) Both a and b

Prentice Hall, © 2009 9-14

When measuring the television audience, the three most common measurements are:

a) Reach, medium, and spotb) Ratings, share, and gross ratings

pointsc) Reach, ratings, and gross ratings

pointsd) Reach, people meters, and gross

ratings points

Prentice Hall, © 2009 9-15

When measuring the television audience, the three most common measurements are:

a) Reach, medium, and spotb) Ratings, share, and gross ratings

pointsc) Reach, ratings, and gross ratings

pointsd) Reach, people meters, and gross

ratings points

Prentice Hall, © 2009 9-16

New TV technologies can be viewed as both a challenge and an opportunity for advertisers.

a) True

b) False

Prentice Hall, © 2009 9-17

New TV technologies can be viewed as both a challenge and an opportunity for advertisers.

a) True

b) False

Prentice Hall, © 2009 9-18

Are DVRs causing consumers to skip through all television commercials?

a) Yes

b) No

Prentice Hall, © 2009 9-19

Are DVRs causing consumers to skip through all television commercials?

a) Yes

b) No

Prentice Hall, © 2009 9-20

If you want to bring brand images to life and add personality to a brand, you would likely choose television.

a) True

b) False

Prentice Hall, © 2009 9-21

If you want to bring brand images to life and add personality to a brand, you would likely choose television.

a) True

b) False

Prentice Hall, © 2009 9-22

Advertisers using product placement as their medium are concerned with:

a) The size and characteristics of the audience listening to primetime broadcasts

b) The believability of the product placement with the natural setting of the program

c) The high costs of reaching a mass audience

d) The production costs of using product placement

Prentice Hall, © 2009 9-23

Advertisers using product placement as their medium are concerned with:

a) The size and characteristics of the audience listening to primetime broadcasts

b) The believability of the product placement with the natural setting of the program

c) The high costs of reaching a mass audience

d) The production costs of using product placement

Prentice Hall, © 2009 9-24

Trailers can be defined as:

a) When movie theaters sell time at the beginning of their film showings for commercials

b) When you are advertising a local brand and have a limited budget to do high-quality commercials

c) When radio affiliates sell dayparts during morning drive time

d) When audio advertising shows up in novel new formats

Prentice Hall, © 2009 9-25

Trailers can be defined as:

a) When movie theaters sell time at the beginning of their film showings for commercials

b) When you are advertising a local brand and have a limited budget to do high-quality commercials

c) When radio affiliates sell dayparts during morning drive time

d) When audio advertising shows up in novel new formats

Prentice Hall, © 2009 9-26

Despite advances in technology, movie trailers have not grown much as an advertising vehicle.

a) True

b) False

Prentice Hall, © 2009 9-27

Despite advances in technology, movie trailers have not grown much as an advertising vehicle.

a) True

b) False

Prentice Hall, © 2009 9-28

When DVD and film distributors place ads before movies, should the ads be matched to the movie audience?

a) Yes

b) No

Prentice Hall, © 2009 9-29

When DVD and film distributors place ads before movies, should the ads be matched to the movie audience?

a) Yes

b) No

Prentice Hall, © 2009 9-30

One of the biggest problems with product placement is that the placement may not be noticed.

a) True

b) False

Prentice Hall, © 2009 9-31

One of the biggest problems with product placement is that the placement may not be noticed.

a) True

b) False

Prentice Hall, © 2009 9-32

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