1. Chapter Nine Broadcast Media

2. Prentice Hall, © 20099-2 Broadcast media can be defined as: a) Radio programming that is divided into dayparts b) Only the live radio broadcasts c) A media that transmits sound or images electronically d) Soft drink lids that can be used as a radio transmission

3. Prentice Hall, © 20099-3 Broadcast media can be defined as: a) Radio programming that is divided into dayparts b) Only the live radio broadcasts c) A media that transmits sound or images electronically d) Soft drink lids that can be used as a radio transmission

4. Prentice Hall, © 20099-4 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

5. Prentice Hall, © 20099-5 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

6. Prentice Hall, © 20099-6 Advertisers choose radio if they want to control audience listening and control clutter. a) True b) False

7. Prentice Hall, © 20099-7 Advertisers choose radio if they want to control audience listening and control clutter. a) True b) False

8. Prentice Hall, © 20099-8 Can it be said that radio is a truly unique experience for audiences? a) Yes b) No

9. Prentice Hall, © 20099-9 Can it be said that radio is a truly unique experience for audiences? a) Yes b) No

10. Prentice Hall, © 20099-10 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

11. Prentice Hall, © 20099-11 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

12. Prentice Hall, © 20099-12 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

13. Prentice Hall, © 20099-13 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

14. Prentice Hall, © 20099-14 When measuring the television audience, the three most common measurements are: a) Reach, medium, and spot b) Ratings, share, and gross ratings points c) Reach, ratings, and gross ratings points d) Reach, people meters, and gross ratings points

15. Prentice Hall, © 20099-15 When measuring the television audience, the three most common measurements are: a) Reach, medium, and spot b) Ratings, share, and gross ratings points c) Reach, ratings, and gross ratings points d) Reach, people meters, and gross ratings points

16. Prentice Hall, © 20099-16 New TV technologies can be viewed as both a challenge and an opportunity for advertisers. a) True b) False

17. Prentice Hall, © 20099-17 New TV technologies can be viewed as both a challenge and an opportunity for advertisers. a) True b) False

18. Prentice Hall, © 20099-18 Are DVRs causing consumers to skip through all television commercials? a) Yes b) No

19. Prentice Hall, © 20099-19 Are DVRs causing consumers to skip through all television commercials? a) Yes b) No

20. Prentice Hall, © 20099-20 If you want to bring brand images to life and add personality to a brand, you would likely choose television. a) True b) False

21. Prentice Hall, © 20099-21 If you want to bring brand images to life and add personality to a brand, you would likely choose television. a) True b) False

22. Prentice Hall, © 20099-22 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

23. Prentice Hall, © 20099-23 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

24. Prentice Hall, © 20099-24 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

25. Prentice Hall, © 20099-25 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

26. Prentice Hall, © 20099-26 Despite advances in technology, movie trailers have not grown much as an advertising vehicle. a) True b) False

27. Prentice Hall, © 20099-27 Despite advances in technology, movie trailers have not grown much as an advertising vehicle. a) True b) False

28. Prentice Hall, © 20099-28 When DVD and film distributors place ads before movies, should the ads be matched to the movie audience? a) Yes b) No

29. Prentice Hall, © 20099-29 When DVD and film distributors place ads before movies, should the ads be matched to the movie audience? a) Yes b) No

30. Prentice Hall, © 20099-30 One of the biggest problems with product placement is that the placement may not be noticed. a) True b) False

31. Prentice Hall, © 20099-31 One of the biggest problems with product placement is that the placement may not be noticed. a) True b) False

32. Prentice Hall, © 20099-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall