Transcript Chapter One - Syracuse University

Chapter Nine
Broadcast Media
Broadcast media can be defined as:
a)
b)
c)
d)
Radio programming that is divided
into dayparts
Only the live radio broadcasts
A media that transmits sound or
images electronically
Soft drink lids that can be used as a
radio transmission
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9-2
Broadcast media can be defined as:
a)
b)
c)
d)
Radio programming that is divided
into dayparts
Only the live radio broadcasts
A media that transmits sound or
images electronically
Soft drink lids that can be used as a
radio transmission
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9-3
Broadcast media is different than
print media because:
a)
b)
c)
d)
Print is bought by amount of space and
broadcast is bought by amount of time
Broadcast is dynamic and print is static
Print engages fewer senses than
broadcast
All of the above
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9-4
Broadcast media is different than
print media because:
a)
b)
c)
d)
Print is bought by amount of space and
broadcast is bought by amount of time
Broadcast is dynamic and print is static
Print engages fewer senses than
broadcast
All of the above
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9-5
Advertisers choose radio if they want
to control audience listening and
control clutter.
a)
True
b)
False
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9-6
Advertisers choose radio if they want
to control audience listening and
control clutter.
a)
True
b)
False
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9-7
Can it be said that radio is a truly
unique experience for audiences?
a)
Yes
b)
No
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9-8
Can it be said that radio is a truly
unique experience for audiences?
a)
Yes
b)
No
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9-9
Advantages of television advertising
include all of the following except:
a)
b)
c)
d)
The pervasiveness of televisions in all
homes
The low production costs and little
clutter
The strong impact of all emotional
senses
The low reach costs to deliver a mass
media message
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9-10
Advantages of television advertising
include all of the following except:
a)
b)
c)
d)
The pervasiveness of televisions in all
homes
The low production costs and little
clutter
The strong impact of all emotional
senses
The low reach costs to deliver a mass
media message
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9-11
Advertisers using TV as their medium
are most concerned with:
a)
b)
c)
d)
The size and characteristics of the
audience watching specific shows
The increasing ability of audiences to
avoid advertising clutter through
devices such as TIVO
The match between a product placed
and the movie or audience
Both a and b
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9-12
Advertisers using TV as their medium
are most concerned with:
a)
b)
c)
d)
The size and characteristics of the
audience watching specific shows
The increasing ability of audiences to
avoid advertising clutter through
devices such as TIVO
The match between a product placed
and the movie or audience
Both a and b
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9-13
When measuring the television
audience, the three most common
measurements are:
a)
b)
c)
d)
Reach, medium, and spot
Ratings, share, and gross ratings
points
Reach, ratings, and gross ratings
points
Reach, people meters, and gross
ratings points
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9-14
When measuring the television
audience, the three most common
measurements are:
a)
b)
c)
d)
Reach, medium, and spot
Ratings, share, and gross ratings
points
Reach, ratings, and gross ratings
points
Reach, people meters, and gross
ratings points
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9-15
New TV technologies can be
viewed as both a challenge and an
opportunity for advertisers.
a)
True
b)
False
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9-16
New TV technologies can be
viewed as both a challenge and an
opportunity for advertisers.
a)
True
b)
False
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9-17
Are DVRs causing consumers to skip
through all television commercials?
a)
Yes
b)
No
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9-18
Are DVRs causing consumers to skip
through all television commercials?
a)
Yes
b)
No
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9-19
If you want to bring brand images to
life and add personality to a brand,
you would likely choose television.
a)
True
b)
False
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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
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9-21
Advertisers using product placement
as their medium are concerned with:
a)
b)
c)
d)
The size and characteristics of the audience
listening to primetime broadcasts
The believability of the product placement
with the natural setting of the program
The high costs of reaching a mass audience
The production costs of using product
placement
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9-22
Advertisers using product placement
as their medium are concerned with:
a)
b)
c)
d)
The size and characteristics of the audience
listening to primetime broadcasts
The believability of the product placement
with the natural setting of the program
The high costs of reaching a mass audience
The production costs of using product
placement
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9-23
Trailers can be defined as:
a)
b)
c)
d)
When movie theaters sell time at the
beginning of their film showings for
commercials
When you are advertising a local brand and
have a limited budget to do high-quality
commercials
When radio affiliates sell dayparts during
morning drive time
When audio advertising shows up in novel
new formats
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9-24
Trailers can be defined as:
a)
b)
c)
d)
When movie theaters sell time at the
beginning of their film showings for
commercials
When you are advertising a local brand and
have a limited budget to do high-quality
commercials
When radio affiliates sell dayparts during
morning drive time
When audio advertising shows up in novel
new formats
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9-25
Despite advances in technology,
movie trailers have not grown
much as an advertising vehicle.
a)
True
b)
False
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9-26
Despite advances in technology,
movie trailers have not grown
much as an advertising vehicle.
a)
True
b)
False
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9-27
When DVD and film distributors place
ads before movies, should the ads be
matched to the movie audience?
a)
Yes
b)
No
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9-28
When DVD and film distributors place
ads before movies, should the ads be
matched to the movie audience?
a)
Yes
b)
No
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9-29
One of the biggest problems with
product placement is that the
placement may not be noticed.
a)
True
b)
False
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9-30
One of the biggest problems with
product placement is that the
placement may not be noticed.
a)
True
b)
False
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9-31
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