Integrated Marketing Communications 4th Edition by Bill Chitty – Test Bank

Integrated Marketing Communications 4th Edition by Bill Chitty – Test Bank

Chapter 7 – Broadcast media

TRUE/FALSE

1. The best medium for demonstrating a product in use is television.

ANS: T PTS: 1 DIF: Easy TOP: Television

2. More than any other medium, television is able to use humour as an effective advertising strategy.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

3. The greatest relative advantage of television advertising is its ability to achieve impact.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

4. All stations in Australia, with the exception of ABC and SBS, are commercial stations that receive funding through consumer subscriptions to cable TV.

ANS: F PTS: 1 DIF: Easy TOP: The Australian television industry

5. The cost of network television advertising has almost doubled over the past two decades.

ANS: F PTS: 1 DIF: Moderate TOP: Limitations

6. Zapping takes place when viewers fast-forward through ads that have been recorded along with program material.

ANS: F PTS: 1 DIF: Moderate TOP: Limitations

7. The Australian television industry is moving away from digital technology toward analogue technology.

ANS: F PTS: 1 DIF: Easy TOP: The Australian television industry

8. Infomercials are regularly used on subscription television.

ANS: T PTS: 1 DIF: Moderate TOP: Infomercials

9. Advertisers in Australia still see television as a major delivery vehicle for their messages.

ANS: T PTS: 1 DIF: Moderate TOP: Television

10. Media are the general communication methods that carry advertising messages.

ANS: T PTS: 1 DIF: EASY TOP: Media versus vehicles

11. The period preceding and following prime time television is known as fringe time.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

12. TV advertising is always the best medium for advertising.

ANS: F PTS: 1 DIF: Easy TOP: Limitations

13. Late fringe viewing time is 1 a.m. to 2 a.m. or later.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

14. Network advertising is inefficient if the national advertiser chooses to concentrate efforts only on select markets.

ANS: T PTS: 1 DIF: Difficult TOP: Network television advertising

15. Spot advertising is particularly desirable when a company rolls out a new brand market by market before it achieves national distribution.

ANS: T PTS: 1 DIF: Difficult TOP: Spot television advertising

16. Audience fractionalisation is a disadvantage of television advertising.

ANS: T PTS: 1 DIF: Moderate TOP: Limitations

17. The growing practices of regional-oriented marketing and geo-demographic segmentation have resulted in a decrease in spot advertising.

ANS: F PTS: 1 DIF: Difficult TOP: Spot television advertising

18. Subscribers to cable TV are more economically upscale and younger than the population as a whole.

ANS: T PTS: 1 DIF: Moderate TOP: Subscription advertising

19. Subscription television requires users to subscribe to a cable service to receive signals via satellite or other means.

ANS: T PTS: 1 DIF: Easy TOP: Subscription advertising

20. Subscription networks focus on narrowcasting rather than broadcasting.

ANS: T PTS: 1 DIF: Easy TOP: Subscription advertising

21. The Australian television industry is split between metropolitan and rural broadcasting.

ANS: T PTS: 1 DIF: Easy TOP: The Australian television industry

22. The long commercial (as opposed to the general short form) is referred to as a ‘long ad’.

ANS: F PTS: 1 DIF: Easy TOP: Infomercials

23. Advertising costs, audience characteristics and programming appropriateness vary greatly at different times of the year.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

24. The period that begins with the early morning news shows and extends to 4 p.m. is known as ‘early morning’.

ANS: F PTS: 1 DIF: Moderate TOP: Television programming day-parts

25. It is often difficult for national advertisers to place spot radio advertisements in different markets throughout the country.

ANS: T PTS: 1 DIF: Difficult TOP: Limitations

26. The People Meter is an important research innovation in radio audience measurement.

ANS: F PTS: 1 DIF: Moderate TOP: Radio audience measurement

27. On radio, afternoon drive time is from 1 p.m. to 5 p.m.

ANS: F PTS: 1 DIF: Moderate TOP: Buying radio time

28. Radio has the advantage of short lead times.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

29. The downside of using product placement in TV programs is that it is very expensive.

ANS: F PTS: 1 DIF: Difficult TOP: Brand or product placement

30. Every day an estimated 19 million Australians watch commercial free-to-air television.

ANS: F PTS: 1 DIF: Easy TOP: Television

31. Radio has the advantage of being able to reach segmented audiences.

ANS: T PTS: 1 DIF: Moderate TOP: Strengths

32. A very important advantage of radio advertising is its ability to transfer images from magazine advertising.

ANS: F PTS: 1 DIF: Moderate TOP: Strengths

33. The Australian Communications and Media Authority (ACMA) regulates broadcasting services in Australia.

ANS: T PTS: 1 DIF: Difficult TOP: Regulating the Australian broadcasting industry

34. Morning and afternoon drive times are more expensive than midday and late night day-parts on radio.

ANS: T PTS: 1 DIF: Easy TOP: Buying radio time

35. High network advertising prices and declining audiences have compelled advertisers to experiment with media alternatives.

ANS: T PTS: 1 DIF: Difficult TOP: Subscription advertising

36. In terms of radio day-parts, the time period from 6 a.m. to 10 a.m. is referred to as morning drive.

ANS: T PTS: 1 DIF: Easy TOP: Buying radio time

37. Content and complaints handling comes under a code of practice developed with different sectors of the television, radio and Internet industries and the ACMA.

ANS: T PTS: 1 DIF: Moderate TOP: Regulating the Australian broadcasting industry

38. Frequencies used in radio are AM and PM.

ANS: F PTS: 1 DIF: Easy TOP: The Australian radio industry

39. According to the Australian Bureau of Statistics, on average Australians spend 21 hours a week watching television.

ANS: F PTS: 1 DIF: Moderate TOP: Television

40. National advertisers find it difficult to buy television time.

ANS: F PTS: 1 DIF: Easy TOP: Network, spot, syndicated, cable and local advertising

41. Product placement in radio advertising is often called ‘live read’ advertising.

ANS: T PTS: 1 DIF: Difficult TOP: The Australian radio industry

42. Radio audiences are difficult to measure, as the audience can be exposed to a radio message at many different points throughout the day and at different locations.

ANS: T PTS: 1 DIF: Moderate TOP: Radio audience measurement

43. Audience ‘short lead times’ is a relative limitation of radio.

ANS: F PTS: 1 DIF: Moderate TOP: Strengths

44. Broadcast media include television and radio.

ANS: T PTS: 1 DIF: Easy TOP: Broadcast media

45. According to Table 7.2 – ‘Television advertising’s strengths and limitations’, television advertising has more strengths than limitations.

ANS: T PTS: 1 DIF: Moderate TOP: Television advertising’s strengths and limitations

46. According to Table 7.4 – ‘Radio advertising’s strengths and limitations’, radio has more limitations than strengths.

ANS: F PTS: 1 DIF: Moderate TOP: Radio advertising’s strengths and limitations

47. Media and vehicles are advertising industry terms that carry the same meaning.

ANS: F PTS: 1 DIF: Easy TOP: Media versus vehicles

48. Advertisers select the media and vehicles with characteristics that are most compatible with the advertised brand.

ANS: T PTS: 1 DIF: Difficult TOP: Media versus vehicles

49. For viewers in rural locations who struggle to receive broadcasts, there is the Direct to Home Out of Area Reception Program to assist them with their reception.

ANS: T PTS: 1 DIF: Difficult TOP: The Australian television industry

50. Each radio network is allowed one individual station in any one location in Australia.

ANS: F PTS: 1 DIF: Easy TOP: The Australian radio industry

51. Product placement occurs in novels and music.

ANS: T PTS: 1 DIF: Moderate TOP: Brand or product placement

52. It is claimed that a successful infomercial uniquely blends both fun and awareness.

ANS: F PTS: 1 DIF: Difficult TOP: Infomercials

53. The duration of the majority of TV commercials is 45 seconds.

ANS: F PTS: 1 DIF: Moderate TOP: Limitations

54. TV advertising rates are typically highest in summer time.

ANS: F PTS: 1 DIF: easy TOP: Network television advertising

55. To many marketers, television and radio are still the best marketing communications media channels.

ANS: T PTS: 1 DIF: Easy TOP: Introduction

56. The ABC television channel is government-funded and as such does not need to place advertisements in order to create revenue.

ANS: T PTS: 1 DIF: Easy TOP: The Australian television industry

57. It appears that advertisers see television as a minor delivery vehicle for their messages.

ANS: F PTS: 1 DIF: Easy TOP: Advertising spend on television

58. Syndicated programming occurs when network television stations work together to market a TV show to many independent companies.

ANS: F PTS: 1 DIF: Moderate TOP: Syndication

59. Television’s intrusion value means television advertisements engage the senses and attract attention even when viewers may prefer not to be exposed to an advertisement.

ANS: T PTS: 1 DIF: Easy TOP: Strengths

60. Addressable ad technology allows TV commercials to be targeted to individuals within their home.

ANS: F PTS: 1 DIF: Moderate TOP: Recent developments in TV advertising

61. ‘Live read’ advertising is product placement in the actual radio show similar to product placement on television.

ANS: T PTS: 1 DIF: Easy TOP: The Australian radio industry

62. Radio advertising is a personal and intimate form of ‘easy persuasion’.

ANS: F PTS: 1 DIF: Moderate TOP: Strengths

MULTIPLE CHOICE

1. A strength of radio advertising is ____________.

A

the ability to reach segmented audiences

B

the ability to reach prospective customers on a personal and intimate level

C

low cost per thousand

D

short lead times

E

All of the answers supplied for this question are correct.

ANS: E PTS: 1 DIF: Moderate TOP: Strengths

2. Jack Davidson owns a chain of bookstores. He has a limited advertising budget and wants to advertise in the medium with the lowest cost per thousand for reaching his target audience. Jack should use ____________ advertising.

A

television

B

magazine

C

outdoor

D

newspaper

E

radio

ANS: E PTS: 1 DIF: Moderate TOP: Strengths

3. Consumers consider ____________ the most cluttered of all media types.

A

television

B

radio

C

newspaper

D

magazines

E

billboards

ANS: A PTS: 1 DIF: Easy TOP: Limitations

4. When a national television advertiser places ads in select geographic markets, this is termed ____________.

A

geographically selected advertising

B

local advertising

C

spot advertising

D

geo-demographic advertising

E

network advertising

ANS: C PTS: 1 DIF: Moderate TOP: Spot television advertising

5. When a viewer switches to another channel while commercials are aired, ____________ has occurred.

A

clutter

B

trapping

C

zipping

D

zupping

E

zapping

ANS: E PTS: 1 DIF: Easy TOP: Limitations

6. Monica Ferguson is the advertising director for a company that manufactures exercise equipment. She wants the advertisements to demonstrate the use of the products and generate excitement. She should use ____________ advertising.

A

radio

B

magazine

C

newspaper

D

outdoor

E

television

ANS: E PTS: 1 DIF: Easy TOP: Strengths

7. Which of the following is not a problem with television advertising?

A

expensive advertising costs

B

erosion of television viewing audiences

C

substantial audience fractionalisation

D

clutter

E

inability to achieve impact

ANS: E PTS: 1 DIF: Difficult TOP: Strengths

8. The best medium to which to transfer images from television advertising is ____________.

A

the Internet

B

radio

C

outdoor

D

magazines

E

newspaper

ANS: B PTS: 1 DIF: Easy TOP: Strengths

9. An example of a vehicle is ____________.

A

television

B

radio

C

billboards

D

Newsweek

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Easy TOP: Media versus vehicles

10. A personal video recorder is a cross between a computer and ____________.

A

a television set

B

a VCR

C

a DVD player

D

All of the answers supplied for this question are correct.

E

None of the answers supplied for this question are correct.

ANS: B PTS: 1 DIF: Moderate TOP: The Australian television industry

11. In Australia, a government-funded television station is ____________.

A

CBD

B

SBS

C

ABC

D

ABS

E

both B and C

ANS: C PTS: 1 DIF: Easy TOP: The Australian television industry

12. The period immediately preceding prime time is known as ____________.

A

early fringe

B

prime access

C

non-prime time

D

slotting time

E

None of the answers supplied for this question are correct.

ANS: B PTS: 1 DIF: Difficult TOP: Television programming day-parts

13. The medium that is best able to use humour as an advertising strategy is ____________.

A

the Internet

B

television

C

radio

D

newspaper

E

billboards

ANS: B PTS: 1 DIF: Moderate TOP: Strengths

14. When viewers fast-forward through ads that have been recorded along with program material, they are ____________.

A

trapping

B

zupping

C

zipping

D

zapping

E

escaping

ANS: C PTS: 1 DIF: Moderate TOP: Limitations

15. Which of the following is not an advantage of digital technology format?

A

clearer reception

B

improved sound quality

C

interactive facilities

D

lower cost

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Moderate TOP: The Australian television industry

16. When a program is broadcast via the Internet and received directly by a personal computer, this is referred to as ____________.

A

divergent broadcasting

B

reach broadcasting

C

online broadcasting

D

digital broadcasting

E

None of the answers supplied for this question are correct.

ANS: C PTS: 1 DIF: Difficult TOP: The Australian television industry

17. On television, early fringe is the time period between ____________.

A

6 a.m. and 10 a.m.

B

4 p.m. and 7 p.m.

C

11 p.m. and 2 a.m.

D

8 p.m. and 10 p.m.

E

10 a.m. and 4 p.m.

ANS: B PTS: 1 DIF: Moderate TOP: Television programming day-parts

18. TV advertising in Australia is ____________.

A

decreasing

B

out of date

C

not popular

D

All of the answers supplied for this question are correct.

E

None of the answers supplied for this question are correct.

ANS: E PTS: 1 DIF: Easy TOP: Television

19. In Australia, subscription channels represent ____________ of the market.

A

15 per cent

B

28 per cent

C

22 per cent

D

17 per cent

E

40 per cent

ANS: C PTS: 1 DIF: Difficult TOP: Subscription advertising

20. Syndicated programs are either original productions or ____________.

A

primary productions

B

re-runs

C

secondary productions

D

tertiary productions

E

None of the answers supplied for this question are correct.

ANS: B PTS: 1 DIF: Moderate TOP: Syndication

21. A strength of ____________ advertising is its ability to avail itself of the reputations and the sometimes bigger-than-life personae of local personalities.

A

television

B

newspaper

C

magazine

D

radio

E

outdoor

ANS: D PTS: 1 DIF: Moderate TOP: Strengths

22. In relation to television, prime time is the time period between ____________.

A

6 a.m. and 10 a.m.

B

4 p.m. and 7 p.m.

C

11 p.m. and 2 a.m.

D

8 p.m. and 10 p.m.

E

10 a.m. and 4 p.m.

ANS: D PTS: 1 DIF: Moderate TOP: Television programming day-parts

23. On television, early morning is the time period between ____________.

A

6 a.m. and 10 a.m.

B

4 p.m. and 7 p.m.

C

11 p.m. and 2 a.m.

D

8 p.m. and 10 p.m.

E

10 a.m. and 4 p.m.

ANS: A PTS: 1 DIF: Moderate TOP: Television programming day-parts

24. All of the following are examples of syndicated programs except ____________.

A

Friends

B

ALIAS

C

24

D

Australian Idol

E

Seinfeld

ANS: D PTS: 1 DIF: Moderate TOP: Syndication

25. Subscription advertising appeals to national advertisers because of the high price of network advertising and ____________.

A

geographic restrictions of network advertising

B

demographic restrictions of network advertising

C

geo-demographic restrictions of network advertising

D

declining audiences for network advertising

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Difficult TOP: Subscription advertising

26. All of the following are examples of types of product placement except ____________.

A

company sponsoring the program

B

brand mentioned in the script

C

product seen in a shot

D

product seen being used

E

None of the answers supplied for this question are correct.

ANS: A PTS: 1 DIF: Moderate TOP: Brand or product placement

27. One disadvantage of television advertising is ____________.

A

one-on-one reach

B

intrusion value

C

effectiveness with sales force and trade

D

None of the answers supplied for this question are correct.

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Moderate TOP: Strengths

28. Which of the following is not a relative advantage of television advertising?

A

one-on-one reach

B

low cost

C

ability to demonstrate a product in use

D

ability to generate excitement

E

None of the answers supplied for this question are correct.

ANS: B PTS: 1 DIF: Moderate TOP: Strengths

29. More than ____________ of Australia households now have access to all of the free-to-air digital channels on offer.

A

68 per cent

B

50 per cent

C

75 per cent

D

88 per cent

E

39 per cent

ANS: C PTS: 1 DIF: Difficult TOP: Television

30. When a company rolls out a new brand market by market before it achieves national distribution, ____________ is particularly desirable.

A

syndicate advertising

B

geographic advertising

C

regional advertising

D

national advertising

E

spot advertising

ANS: E PTS: 1 DIF: Moderate TOP: Spot television advertising

31. Frequencies used in ____________ are AM and FM.

A

television

B

world wide web

C

radio

D

newspapers

E

cable TV

ANS: C PTS: 1 DIF: Easy TOP: The Australian radio industry

32. The following are all examples of subscription networks except ____________.

A

Foxtel

B

Optus

C

Austar

D

All of the answers supplied for this question are correct.

E

None of the answers supplied for this question are correct.

ANS: E PTS: 1 DIF: Easy TOP: Subscription advertising

33. Subscribers of cable TV tend to be ____________.

A

younger

B

more educated

C

economically upscale

D

All of the answers supplied for this question are correct.

E

both A and C

ANS: E PTS: 1 DIF: Difficult TOP: Subscription advertising

34. In relation to television, late fringe is the time period between ____________.

A

6 a.m. and 10 a.m.

B

4 p.m. and 7 p.m.

C

11 p.m. and 2 a.m.

D

8 p.m. and 10 p.m.

E

10 a.m. and 4 p.m.

ANS: C PTS: 1 DIF: Moderate TOP: Television programming day-parts

35. The most cluttered of all advertising media is ____________.

A

outdoor

B

magazine

C

radio

D

television

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Easy TOP: Television

36. In radio, the period of time referred to as morning drive is from ____________.

A

6 a.m. to 10 a.m.

B

3 p.m. to 7 p.m.

C

7 p.m. to midnight

D

10 a.m. to 3 p.m.

E

midnight to 7 a.m.

ANS: A PTS: 1 DIF: Easy TOP: Buying radio time

37. In radio, the period of time referred to as evening is from ____________.

A

6 a.m. to 10 a.m.

B

3 p.m. to 7 p.m.

C

7 p.m. to midnight

D

10 a.m. to 3 p.m.

E

midnight to 7 a.m.

ANS: C PTS: 1 DIF: Moderate TOP: Buying radio time

38. One advantage of television advertising is ____________.

A

cost

B

audience fractionalisation

C

zipping and zapping

D

None of the answers supplied for this question are correct.

E

All of the answers supplied for this question are correct.

ANS: D PTS: 1 DIF: Moderate TOP: Television advertising’s strengths and limitations

39. National advertisers find it difficult to buy ____________ time.

A

television

B

world wide web

C

radio

D

newspapers

E

cable TV

ANS: C PTS: 1 DIF: Moderate TOP: Limitations

40. Vehicles are the specific ____________ choices in which marketing messages are placed.

A.

broadcast programs or print

B.

print or visual

C.

advertisement or commercial

D.

verbal or visual

E.

media or channel

ANS: A PTS: 1 DIF: Moderate TOP: Media versus vehicles