M Advertising 3rd Edition By William Arens – Test Bank

Chapter 11
Test Bank

1. Broadcast TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Television and Radio as Advertising Mediums
Feedback: Broadcast TV reaches its audience by transmitting airwaves as opposed to sending a signal over cables. 2. Nielsen reports that the average U.S. home receives almost 200 TV channels, although most viewers watch only 5 to 10 of those channels. FALSE
AACSB: Reflective Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Television and Radio as Advertising Mediums
Feedback: Nielsen studies indicate that the average U.S. household receives 189 TV channels. A larger number of channels, however, doesn’t translate into more TV viewing. Households with the most channels (more than 150) tuned in to only 16 channels. 3. Cable TV penetration is down due to the dramatic increase in streaming programming over the last several years. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Television and Radio as Advertising Mediums
Feedback: Streaming TV content has also increased dramatically in the past few years, such that for the first time, cable TV penetration is down. 4. Because the public considers TV the most authoritative and influential medium, it is able to offer advertisers a prestigious image. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Advantages and Disadvantages to Television and Radio
Feedback: Because the public considers TV the most authoritative and influential medium, it offers advertisers a prestigious image. Hallmark, Xerox, Coca-Cola, and IBM increase their prestige by regularly sponsoring cultural programs on network TV. 5. Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Advantages and Disadvantages to Television and Radio
Feedback: Recall improves with the length of the commercial; people remember 60-second spots better than 30-second spots. 6. The heaviest viewers of broadcast TV are middle-income, high school-educated individuals, and their families. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Television and Radio as Advertising Mediums
Feedback: The heaviest viewers of broadcast TV are middle-income, high school-educated individuals and their families, so most programming is directed at this group. 7. Social media has transformed the experience of television, in part because people no longer have to wait until the next day to discuss their favorite shows, but can satisfy the desire to share as the show airs, giving sponsors a chance to engage consumers directly through platforms like Twitter and Facebook. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Advantages and Disadvantages of Social Media
Feedback: The experience of television, and of the advertisements that appear in the medium, has been transformed by social media. People still gather the day after a favorite show airs to discuss what happened the night before to their favorite characters. But increasingly, they satisfy the need to share by “discussing” online as the show airs. These discussions, in turn, provide sponsors the chance to reach out to social media communities. 8. Television is not the most cost-effective way to deliver messages to large, well-defined audiences. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Advantages and Disadvantages to Television and Radio
Feedback: While single programs do not deliver the mass audience they once did, television is still the most cost-effective way to deliver messages to large, well-defined audiences. 9. Television is a good leverage tool. TRUE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 1 Easy Learning Objective: 11-01 Describe the advantages and disadvantages of broadcast television as an advertising medium. Topic: Advantages and Disadvantages to Television and Radio
Feedback: Television is a good leverage tool, i.e., an advertiser might take advantage of the relatively low CPM of television to reach out to many prospects. 10. The ability to fragment the mass audience is one of the principal benefits of cable television. FALSE
AACSB: Analytic Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-02 Discuss the various options for advertising on television. Topic: Advantages and Disadvantages to Television and Radio
Feedback: Audience fragmentation is one of the disadvantages of using cable TV as an advertising medium.