Advertising Test #3 with Accurate
Solutions
False - ANS-the creative strategy identifies how the ad will be executed.
T or F
A. to help advertising sell - ANS-Which of the following was not listed in our textbook as
one of creativity's roles in advertising?
A. to help advertising sell
B. to help advertising remind
C. to help advertising persuade
D. to help advertising inform
True - ANS-product placement offers marketers the opportunity to link a brand with a
popular character or program.
T or F
False - ANS-Twice each year, Nielson compiles the ratings from various markets, and
television networks use this information to determine how much they can charge for
commercial time.
T or F
True - ANS-When buying radio time, advertisers usually buy the station's format first,
not its program.
T or F
False - ANS-One of the advantages of radio advertising is that there is little clutter.
T or F
A. mass coverage - ANS-Which of the following advantages does broadcast TV provide
to its advertisers?
A. mass coverage
B. the potential for zipping and zapping
C. low production costs
D. low airtime costs
A. the high cost of production and airtime - ANS-As an advertising medium, one of
broadcast television's greatest disadvantages is:
A. the high cost of production and airtime
B. too much selectivity
C. the absence of a media image
, D. the lack of immediacy
D. sponsorship - ANS-_______ occurs when an advertiser underwrites the cost of a
program.
A. narrowcasting
B. Market aggregation
C. full-spot participation
D. sponsorship
B. audience fragmentation - ANS-What is most likely a disadvantage of advertising on
cable television?
A. excessive narrowcasting
B. audience fragmentation
C. inability to pretest ads
D. high production costs
A. syndication - ANS-Which of the following has become the largest source of
programming in the United States?
A. syndication
B. network broadcasts
C. independents
D. affiliates
B. the art director - ANS-An ad for a tennis camp shows a background photo of tennis
balls on which the camp's dates and locations are printed. Who amongst the following
was MOST likely responsible for the tennis ball photo?
A. the account planner
B. the art director
C. the account executive
D. the copywriter
C. sweeps - ANS-Broadcasters use the viewership numbers collected during four
annual periods known as ______ to set advertising rates for the rest of the year.
A. interconnects
B. reach
C. sweeps
D. AQH's
B. refers to the geographic area in which the local TV station attracts the most viewing -
ANS-A DMA
A. is composed of all the target audience within a 50-mile radius of a TV station
B. refers to the geographic area in which the local TV station attracts the most viewing
C. is the area of the greatest impact (AGI) for a tv commercial
D. is the number of households in a market area according to Nielsen
C. prime time - ANS-TV viewing is highest during _____ ____.
Solutions
False - ANS-the creative strategy identifies how the ad will be executed.
T or F
A. to help advertising sell - ANS-Which of the following was not listed in our textbook as
one of creativity's roles in advertising?
A. to help advertising sell
B. to help advertising remind
C. to help advertising persuade
D. to help advertising inform
True - ANS-product placement offers marketers the opportunity to link a brand with a
popular character or program.
T or F
False - ANS-Twice each year, Nielson compiles the ratings from various markets, and
television networks use this information to determine how much they can charge for
commercial time.
T or F
True - ANS-When buying radio time, advertisers usually buy the station's format first,
not its program.
T or F
False - ANS-One of the advantages of radio advertising is that there is little clutter.
T or F
A. mass coverage - ANS-Which of the following advantages does broadcast TV provide
to its advertisers?
A. mass coverage
B. the potential for zipping and zapping
C. low production costs
D. low airtime costs
A. the high cost of production and airtime - ANS-As an advertising medium, one of
broadcast television's greatest disadvantages is:
A. the high cost of production and airtime
B. too much selectivity
C. the absence of a media image
, D. the lack of immediacy
D. sponsorship - ANS-_______ occurs when an advertiser underwrites the cost of a
program.
A. narrowcasting
B. Market aggregation
C. full-spot participation
D. sponsorship
B. audience fragmentation - ANS-What is most likely a disadvantage of advertising on
cable television?
A. excessive narrowcasting
B. audience fragmentation
C. inability to pretest ads
D. high production costs
A. syndication - ANS-Which of the following has become the largest source of
programming in the United States?
A. syndication
B. network broadcasts
C. independents
D. affiliates
B. the art director - ANS-An ad for a tennis camp shows a background photo of tennis
balls on which the camp's dates and locations are printed. Who amongst the following
was MOST likely responsible for the tennis ball photo?
A. the account planner
B. the art director
C. the account executive
D. the copywriter
C. sweeps - ANS-Broadcasters use the viewership numbers collected during four
annual periods known as ______ to set advertising rates for the rest of the year.
A. interconnects
B. reach
C. sweeps
D. AQH's
B. refers to the geographic area in which the local TV station attracts the most viewing -
ANS-A DMA
A. is composed of all the target audience within a 50-mile radius of a TV station
B. refers to the geographic area in which the local TV station attracts the most viewing
C. is the area of the greatest impact (AGI) for a tv commercial
D. is the number of households in a market area according to Nielsen
C. prime time - ANS-TV viewing is highest during _____ ____.
