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advertising belch chapter 11 test bank, Exams of Advertising and Sales Promotion

Ottawa University (OU) - Kansas CityAdvertising and Sales Promotion

test bank for advertising edition 11

Typology: Exams

2019/2020

Uploaded on 03/12/2020

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Student: ___________________________________________________________________________
1. When a national advertiser runs a commercial on a prime time program that is seen all
over the country, _____ advertising is being used. A. networB. affiliateC. aggregated
D. spot
2. CFTO in Toronto and CFCF in Montreal show CTV programming. These local television
stations that are associated with national television networs are nown as: A. satellite
networsB. local netsC. affiliatesD. regional networs
3. A networ assembles a series of ______ local TV stations, to which it supplies
programming and services. A. remoteB. affiliatedC. hostileD. successful
4. The buying period for television advertising time that runs throughout the television
season is nown as the _____ maret. A. up-frontB. continualC. scatterD. local
5. All non-networ television advertising done by a national advertiser is nown as _____
advertising. A. up-frontB. spotC. localD. regional
6. _____ is the term used for local television station commercials in which various
individual stations negotiate directly with the advertisers. A. Networ advertisingB. Spot
advertisingC. Regional advertisingD. Syndication
7. Which of the following is NOT a reason why national advertisers might use spot
television advertising? A. concentrate advertising in areas where maret potential is the
greatestB. concentrate advertising in areas where more ad support is neededC. offer
support and cooperative advertising to local dealers and retailersD. advertise a product
with wide-spread distribution
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Download advertising belch chapter 11 test bank and more Exams Advertising and Sales Promotion in PDF only on Docsity!

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_Student: ____________________________________________________________________________

  1. When a national advertiser runs a commercial on a prime time program that is seen all over the country, _____ advertising is being used. A. network B.B. affiliateC. aggregated D. spot
  2. CFTO in Toronto and CFCF in Montreal show CTV programming. These local television stations that are associated with national television network B.s are k B.nown as: A. satellite network B.sB. local netsC. affiliatesD. regional network B.s
  3. A network B. assembles a series of ______ local TV stations, to which it supplies programming and services. A. remoteB. affiliatedC. hostileD. successful
  4. The buying period for television advertising time that runs throughout the television season is k B.nown as the _____ mark B.et. A. up-frontB. continualC. scatterD. local
  5. All non-network B. television advertising done by a national advertiser is k B.nown as _____ advertising. A. up-frontB. spotC. localD. regional
  6. _____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers. A. Network B. advertisingB. Spot advertisingC. Regional advertisingD. Syndication
  7. Which of the following is NOT a reason why national advertisers might use spot television advertising? A. concentrate advertising in areas where mark B.et potential is the greatestB. concentrate advertising in areas where more ad support is neededC. offer support and cooperative advertising to local dealers and retailersD. advertise a product with wide-spread distribution
  1. _____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. A. Station managers B. AffiliatesC. NegotiatorsD. Station reps
  2. Which of the following statements about spot advertising is true? A. Spot advertising offers flexibility in adjusting to local mark B.et conditions.B. Spot advertising is confined to station break B.s between programs on network B. originated shows.C. Spot advertising is subject to less clutter than network B. advertising.D. Only local advertisers use spot advertising.
  3. Most national advertisers: A. use only network B. advertisingB. prefer spot advertising because of lower rates, less clutter, and more flexibilityC. use both network B. and spot advertising and try to effectively combine the twoD. do not need to concern themselves with spot advertising
  4. In the early days of television, the production and content of most television programs was the responsibility of: A. the network B.sB. the local affiliateC. corporations who sponsored the showsD. independent production companies
  5. With ____, advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it. A. sponsorships B. adjacenciesC. syndicationsD. countertrades
  6. Companies prefer sponsorship arrangements for buying advertising time because sponsorship: A. allows companies to capitalize on the prestige of a high-quality program B. is relatively inexpensiveC. means the advertiser can run more commercials per hour since time regulations do not applyD. broadens advertising reach, saves money, and reaches a more aggregated mark B.et when compared to buying national spots
  7. The reason for a company using ______ is that the company has control over the number, placement, and content of its commercials. A. participationB. sponsorship C. syndicationD. countertrade
  8. The traditional approach to sponsorship, with corporations being responsible for developing program content, has been updated, under the name: A. branded production B. advertiser ownershipC. original contentD. branded entertainment
  1. Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the _____ daypart. A. prime-time accessB. prime-timeC. late fringe D. evening
  2. Which television daypart has the highest rates? A. morningB. prime-timeC. late news D. late fringe
  3. The television daypart that attracts the largest viewing audience is: A. daytime B. prime-timeC. late newsD. prime-time access
  4. Since firms that advertise during prime time must pay premium rates, this daypart tends to be dominated by: A. large national advertisersB. government sponsored causes C. late news and other network B. promotionsD. spot advertising purchased at the last minute
  5. Daytime TV generally attracts: A. childrenB. womenC. young adultsD. empty nesters
  6. In Canada, television audiences are measured by: A. CCAB and ABCB. BBC Canada and ReutersC. BBM CanadaD. CCAB and Reuters
  7. A device worn by individuals that records a silent signal emitted from programming is called a(n): A. electronic diaryB. media exposure deviceC. portable people meter D. prime-time access device
  8. _____ is defined as one percent of all the television households in a particular area tuned to a specific program. A. Share of audienceB. Household using television (HUT)C. A program ratingD. A ratings point
  9. The amount of money that a station can charge for commercial time is based on: A. daytime viewershipB. prime-time viewershipC. program ratingsD. pre-negotiated purchases
  10. Which of the following statements about program ratings and share of audience

measures is true? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same.C. Share of audience is always higher than the program rating unless all of the households in a mark B.et have their set in use.D. Unlik B.e share of audience measures, program ratings consider variation in the number of sets in use since they are based only on those households that have their sets in use.

  1. There are approximately 6 million television households in Canada. During a "Hock B.ey Night in Canada" broadcast, 50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens versus the Toronto Maple Leafs hock B.ey game on CBC. The share of audience for the game would be: A. 23B. 33 C. 43D. cannot be determined from information given

  2. The _____ is an electronic device used in television audience measurement to record what program is being watched and by whom. A. people meterB. audimeterC. CATV D. video monitor

  3. Advertisers who want the ability to demonstrate how their product operates and actually show its uses are lik B.ely to choose: A. radioB. televisionC. direct mail D. magazines

  4. Television is a popular advertising medium among companies selling products and services that are consumed by mass mark B.ets because it: A. has such a low absolute cost B. is very easy to develop creative television advertisingC. has a high level of geographic selectivityD. has the ability to reach large audiences in a relatively cost efficient manner

  5. A toy company runs commercials for its products on the Sponge Bob Square Pants show on Saturday mornings because Saturday morning TV caters to k B.ids. This is an example of how _____ is possible through television. A. geographic diversityB. selectivity C. product exclusivityD. creativity

  6. Which of the following is NOT an advantage of television as an advertising medium? A. the creative options availableB. its mass coverage and cost effectiveness for reaching large mark B.etsC. the intrusive nature of television, which imposes advertising on viewers while watching their favourite programsD. its processing time

  7. Television can offer advertisers selective coverage of target audiences through:

  1. A study by Forrester Research suggests that TV watchers watch ___ percent of their viewing from prerecorded programming and sk B.ip about ____ percent of the ads. A. 10; 50 B. 40; 50C. 50; 50D. 60; 90
  2. While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs. This is an example of the problem created by: A. the limited viewer attention for commercials B. message source alienationC. the fleeting nature of television commercialsD. clutter
  3. _____ refers to the practice of fast-forwarding through commercials on prerecorded programs, while _____ refers to channel changing to avoid commercials. A. Zipping; zappingB. Zapping; zoomingC. Zipping; time shiftingD. Time shifting; zipping
  4. Tom lik B.es to watch WWE wrestling on TSN and the police car chase videos on Fox. Both shows are on Friday night at the same time. When commercials start on one of the shows, he immediately switches to the other. Tom is engaged in: A. time shifting B. zoomingC. zappingD. zipping
  5. Tom prerecords "CSI" which is shown on Wednesday nights on CTV, so he can fast forward through the commercials. Tom engages in: A. time shiftingB. zoomingC. zipping D. zapping
  6. Research has shown that the demographic group that engages in the highest level of commercial zapping is: A. older adultsB. preteensC. young adult femalesD. young adult males
  7. Advertisers can inhibit consumers' zapping commercials by: A. lobbying to have remote control devices bannedB. producing creative commercials that are meaningful to consumers and that attract and hold their attentionC. devising shorter commercial formatsD. advertising more on cable television
  8. A tactic used by TV network B.s to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break B.B. shorten the commercial break B.s C. show previews of the next week B.'s programD. change the standard commercial format to 10-seconds
  1. The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. televisionC. newspapersD. direct response
  2. Studies show that distrust is generally the highest for which of the following types of advertising? A. personal sellingB. newspapersC. televisionD. magazines
  3. TV viewing is thriving for several reasons EXCEPT: A. current TV shows are very good, as evidenced by how many people want to watch them online.B. watching sports on TV is better than watching it live because you have the added benefit of TV announcers calling the plays.C. people have no awareness of TV shows until they are on TV first. D. online content is not even in the same league as first-run TV content.
  4. Radio survived as an advertising medium by: A. competing directly with television B. evolving into a national advertising mediumC. evolving into a primarily local advertising mediumD. charging higher rates than television
  5. Each of the following is a benefit of buying network B. radio time EXCEPT: A. it reduces advertisers' flexibility in selecting stationsB. minimized negotiation and administration work B. requiredC. lower costsD. opportunities for national and regional coverage
  6. The largest radio audiences occur during which of the following times? A. early morning and late afternoon drive timesB. early morning and late eveningC. daytime and evening drive timeD. evenings when people are at home
  7. Advertising rates on radio are negotiable, according to each of the following factors EXCEPT: A. competitive television ratesB. number of spots purchasedC. availability D. level of audience selectivity required
  8. The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audienceC. average quarter-hour ratingD. relative quarter hour share
  9. BBM Canada provides information on radio listenership using a _____ method.

A. teenagers and university studentsB. non-English-speak B.ing ethnic groupsC. infrequent television viewersD. frequent readers of magazines and newspapers

  1. An advertiser has a limited budget and wants to reach a well-defined target audience in a local mark B.et area. Which of the following would you recommend? A. network B. televisionB. network B. radioC. superstationsD. local radio
  2. When the images of a television commercial are implanted into a radio spot this is k B.nown as: A. positioningB. image transferC. visualizationD. narrowcasting
  3. Why do advertisers use the image transfer process in radio advertising? A. to tak B.e advantage of vivid musical messages to create images in the mind of radio listenersB. to mak B.e radio and TV commercials work B. togetherC. to transfer the image created by a radio commercial to the point-of purchaseD. to create brand loyalty through the use of multi- sensory imaging
  4. _____ is just as much a problem with radio as with other advertising media, because radio stations can play as many minutes of advertising as they lik B.e. A. ClutterB. Cost C. FlexibilityD. Geographic selectivity
  5. Which of the following does NOT limit radio's effectiveness as an advertising medium? A. limited research data on listening audiencesB. difficulty in retaining listener attention to commercialsC. creative limitations because of the absence of a visual image D. flexibility in producing and scheduling commercials
  6. The heaviest users of radio as an advertising medium are: A. national service providersB. local advertisersC. national retail chainsD. tobacco and alcohol advertisers

c11 Key

  1. When a national advertiser runs a commercial on a prime time program that is seen all over the country, _____ advertising is being used. A. network B.B. affiliateC. aggregated D. spot

_Accessibility: Keyboard NavigationBelch - Chapter 11 #1Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  1. CFTO in Toronto and CFCF in Montreal show CTV programming. These local television stations that are associated with national television network B.s are k B.nown as: A. satellite network B.sB. local nets C. affiliatesD. regional network B.s _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  2. A network B. assembles a series of ______ local TV stations, to which it supplies programming and services. A. remote B. affiliatedC. hostileD. successful _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  3. The buying period for television advertising time that runs throughout the television season is k B.nown as the _____ mark B.et. A. up-frontB. continual C. scatterD. local _Accessibility: Keyboard NavigationBelch - Chapter 11 #4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  4. All non-network B. television advertising done by a national advertiser is k B.nown as _____ advertising. A. up-front B. spotC. localD. regional _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  5. _____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers. A. Network B. advertising B. Spot advertisingC. Regional advertisingD. Syndication _Accessibility: Keyboard NavigationBelch - Chapter 11 #6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  6. Which of the following is NOT a reason why national advertisers might use spot television advertising? A. concentrate advertising in areas where mark B.et potential is the greatestB. concentrate advertising in areas where more ad support is neededC. offer support and cooperative advertising to local dealers and retailers D. advertise a product with wide-spread distribution _Accessibility: Keyboard NavigationBelch - Chapter 11 #7 Blooms: Understand Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

_different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  1. The reason for a company using ______ is that the company has control over the number, placement, and content of its commercials. A. participation B. sponsorship C. syndicationD. countertrade _Accessibility: Keyboard NavigationBelch - Chapter 11 #14 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  2. The traditional approach to sponsorship, with corporations being responsible for developing program content, has been updated, under the name: A. branded production B. advertiser ownershipC. original content D. branded entertainment _Accessibility: Keyboard NavigationBelch - Chapter 11 #15 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  3. This k B.ind of branded content programming is moving toward: A. multi-brand participationB. executive sponsorshipC. syndication D. the Internet _Accessibility: Keyboard NavigationBelch - Chapter 11 #16 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  4. One of the biggest threats to the cable television industry in the 1990s was: A. competition from direct broadcast satellite (DBS) servicesB. the creation of consortiums of advertisers for the purpose of improving network B. televisionC. the exponential growth of the use of PVRsD. CRTC rulings on lengths and commercial placements _Accessibility: Keyboard NavigationBelch - Chapter 11 #17 Blooms: Understand Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  5. The pendulum that took B. viewers away from cable services to satellite broadcasts swung back B. the other way with _________, allowing consumers access to similar extensive channel choices. A. public broadcastersB. advertising consortiums C. digital cableD. CRTC guidelines around competition between telco providers _Accessibility: Keyboard NavigationBelch - Chapter 11 #18 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  6. The proliferation of specialty channels has influenced the nature of TV as an advertising medium. Expanded viewing options have led to considerable audience ______. A. hostility B. fragmentationC. happinessD. confusion Accessibility: Keyboard NavigationBelch - Chapter 11 #19 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and

_measurement of television audiences. _

  1. Which of the following is NOT a benefit of advertising on specialty network B.s? A. no large up-front commitment is necessaryB. lower overall advertising ratesC. consumer popularity enhances viewership numbers D. mass appeal of specialty programming fits shotgun approach to reach objectives _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 0Blooms: UnderstandDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  2. While most network B. commercials are 30- or 15-second spots, direct-response advertisers often use these longer ads to describe their products and encourage viewers to order: A. late-night spot adsB. B-to-C specialty adsC. interstitials D. infomercials _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 1Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  3. _____ are the various time periods or segments into which a broadcast day is divided. A. Adjacencies B. DaypartsC. SpotsD. Viewing hours _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  4. Morning, daytime, prime time, and late fringe are all examples of: A. television daypartsB. radio daypartsC. run-of-station spotsD. spot times _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  5. Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the _____ daypart. A. prime-time accessB. prime-time C. late fringe D. evening _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: AnalyzeDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  6. Which television daypart has the highest rates? A. morning B. prime-timeC. late news D. late fringe _Accessibility: Keyboard NavigationBelch - Chapter 11 #2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _

  7. The television daypart that attracts the largest viewing audience is: A. daytime B. prime-timeC. late newsD. prime-time access

  1. Which of the following statements about program ratings and share of audience measures is true? A. Program ratings are always higher than share of audience. B. Program ratings and share of audience are usually the same. C. Share of audience is always higher than the program rating unless all of the households in a mark B.et have their set in use.D. Unlik B.e share of audience measures, program ratings consider variation in the number of sets in use since they are based only on those households that have their sets in use. _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: DifficultLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  2. There are approximately 6 million television households in Canada. During a "Hock B.ey Night in Canada" broadcast, 50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens versus the Toronto Maple Leafs hock B.ey game on CBC. The share of audience for the game would be: A. 23 B. 33 C. 43 D. cannot be determined from information given _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: ApplyDifficulty: ModerateLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  3. The _____ is an electronic device used in television audience measurement to record what program is being watched and by whom. A. people meterB. audimeterC. CATV D. video monitor _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-01 Describe different types of television advertising; specialty television advertising; alternative time periods and program format; and measurement of television audiences. _
  4. Advertisers who want the ability to demonstrate how their product operates and actually show its uses are lik B.ely to choose: A. radio B. televisionC. direct mail D. magazines _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  5. Television is a popular advertising medium among companies selling products and services that are consumed by mass mark B.ets because it: A. has such a low absolute cost B. is very easy to develop creative television advertisingC. has a high level of geographic selectivity D. has the ability to reach large audiences in a relatively cost efficient manner _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 7 Blooms: Understand Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  6. A toy company runs commercials for its products on the Sponge Bob Square Pants show on Saturday mornings because Saturday morning TV caters to k B.ids. This is an example of how _____ is possible through television. A. geographic diversity B. selectivity C. product exclusivityD. creativity

_Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 8 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: AnalyzeDifficulty: ModerateLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _

  1. Which of the following is NOT an advantage of television as an advertising medium? A. the creative options availableB. its mass coverage and cost effectiveness for reaching large mark B.etsC. the intrusive nature of television, which imposes advertising on viewers while watching their favourite programs D. its processing time _Accessibility: Keyboard NavigationBelch - Chapter 11 #3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 9 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  2. Television can offer advertisers selective coverage of target audiences through: A. program content with broad audience appeal B. broadcast time periods that reach specific types of audiencesC. national network B.s which reach groups with general interestsD. volume buying _Accessibility: Keyboard NavigationBelch - Chapter 11 #4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe 0Blooms: UnderstandDifficulty: ModerateLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  3. Saturday morning television programming consists largely of cartoons that are watched by children, while sports programming that is watched mostly by young men is prevalent on Saturday and Sunday afternoons. These are examples of ways television offers: A. geographic selectivityB. mark B.et penetrationC. ways of break B.ing through advertising clutter D. scheduling flexibility _Accessibility: Keyboard NavigationBelch - Chapter 11 #4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe 1Blooms: AnalyzeDifficulty: ModerateLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  4. Which of the following is NOT a limitation associated with the use of television as an advertising medium? A. high costs for airtimeB. high costs for production of quality commercials C. unlimited creative options for developing and presenting advertising messagesD. commercial clutter _Accessibility: Keyboard NavigationBelch - Chapter 11 #4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe 2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  5. Which of the following factors mak B.e it difficult for companies with small advertising budgets to use television as part of their media mix? A. the fact that television programs do not reach their target mark B.etsB. the fact that small ad agencies generally do not k B.now how to produce TV commercials C. the high costs of producing and airing television commercialsD. the limited creative options available through television _Accessibility: Keyboard NavigationBelch - Chapter 11 #4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe 3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  6. Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider, the amount of ______ time must be considered. A. processingB. emotiveC. creativeD. selective

_Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 0Blooms: AnalyzeDifficulty: ModerateLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _

  1. Tom prerecords "CSI" which is shown on Wednesday nights on CTV, so he can fast forward through the commercials. Tom engages in: A. time shiftingB. zooming C. zipping D. zapping _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 1Blooms: AnalyzeDifficulty: ModerateLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  2. Research has shown that the demographic group that engages in the highest level of commercial zapping is: A. older adultsB. preteensC. young adult females D. young adult males _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  3. Advertisers can inhibit consumers' zapping commercials by: A. lobbying to have remote control devices banned B. producing creative commercials that are meaningful to consumers and that attract and hold their attentionC. devising shorter commercial formatsD. advertising more on cable television _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  4. A tactic used by TV network B.s to hold viewers' attention and inhibit zapping is to: A. increase the number of commercials during a break B.B. shorten the commercial break B.s C. show previews of the next week B.'s programD. change the standard commercial format to 10-seconds _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 4 Blooms: Remember Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  5. The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it. A. radio B. televisionC. newspapersD. direct response _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: UnderstandDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  6. Studies show that distrust is generally the highest for which of the following types of advertising? A. personal sellingB. newspapers C. televisionD. magazines _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _
  7. TV viewing is thriving for several reasons EXCEPT: A. current TV shows are very good, as evidenced by how many people want to watch them online. B. watching sports on TV

is better than watching it live because you have the added benefit of TV announcers calling the plays.C. people have no awareness of TV shows until they are on TV first. D. online content is not even in the same league as first-run TV content. _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 7 Blooms: Understand Difficulty: Moderate Learning Objective: 11-01 Describe Blooms: AnalyzeDifficulty: DifficultLearning Objective: 11-02 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Summarize the strengths and limitations of television as an advertising medium. _

  1. Radio survived as an advertising medium by: A. competing directly with television B. evolving into a national advertising medium C. evolving into a primarily local advertising mediumD. charging higher rates than television _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 8 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _
  2. Each of the following is a benefit of buying network B. radio time EXCEPT: A. it reduces advertisers' flexibility in selecting stationsB. minimized negotiation and administration work B. requiredC. lower costsD. opportunities for national and regional coverage _Accessibility: Keyboard NavigationBelch - Chapter 11 #5 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 9 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _
  3. The largest radio audiences occur during which of the following times? A. early morning and late afternoon drive timesB. early morning and late eveningC. daytime and evening drive timeD. evenings when people are at home _Accessibility: Keyboard NavigationBelch - Chapter 11 #6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 0Blooms: RememberDifficulty: ModerateLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _
  4. Advertising rates on radio are negotiable, according to each of the following factors EXCEPT: A. competitive television ratesB. number of spots purchasedC. availability D. level of audience selectivity required _Accessibility: Keyboard NavigationBelch - Chapter 11 #6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 1Blooms: RememberDifficulty: ModerateLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _
  5. The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population. A. average quarter-hour figure B. cumulative audience C. average quarter-hour ratingD. relative quarter hour share _Accessibility: Keyboard NavigationBelch - Chapter 11 #6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 2 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: ModerateLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _
  6. BBM Canada provides information on radio listenership using a _____ method. A. people meter B. people meter method and a diaryC. computerD. telephone feedback B. _Accessibility: Keyboard NavigationBelch - Chapter 11 #6 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe 3 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Blooms: RememberDifficulty: EasyLearning Objective: 11-03 Blooms: Remember Difficulty: Easy Learning Objective: 11-01 Describe Describe different types of radio advertising; alternative time periods and program format; and measurement of radio audiences. _