Survey: Practice Exam 3
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SURVEY: BROADCAST JOURNALISM-Unit 3 Practice Exam
Questions and Answers
- 1.
Medical hucksters who sold mail order remedies to radio listeners caught the interest of the Federal Radio Commission. What happened to radio “Doctors” John R. Brinkley and Norman “TNT” Baker?
- A.
FRC agents closed down their control rooms and shut off their transmitters
- B.
Brinkley and Baker received suspended prison sentences for medical fraud
- C.
They won in court the right to broadcast applying the legal doctrine, “listener beware”
- D.
Brinkley and Baker moved their broadcasts to the Internet
- E.
The FRC refused to renew their radio licenses
Correct Answer
E. The FRC refused to renew their radio licensesExplanation
The correct answer states that the Federal Radio Commission (FRC) refused to renew the radio licenses of "Doctors" John R. Brinkley and Norman "TNT" Baker. This suggests that the FRC took action against them and prevented them from continuing their radio broadcasts.Rate this question:
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- 2.
In the 1930s, radio evangelists in California caught the attention of federal regulators. Which minister caused interference by refusing to broadcast on a single frequency?
- A.
Robert Shuler (KEGF)
- B.
Aimee Semple McPherson (KSFG)
- C.
Father Coughlin (WOW)
- D.
Tammy Faye Baker (WSB)
- E.
Pat Robertson (WTAR)
Correct Answer
B. Aimee Semple McPherson (KSFG)Explanation
Aimee Semple McPherson (KSFG) caused interference by refusing to broadcast on a single frequency. This suggests that McPherson's refusal to adhere to a specific frequency caused disruption in the radio waves, leading to interference with other broadcasts.Rate this question:
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- 3.
One of the arguments against broadcast content regulation was advanced by President Ronald Reagan’s appointment to the Federal Communications Commission. How did Mark Fowler, FCC chair characterize television?
- A.
"a vast wasteland"
- B.
"a public trustee"
- C.
"a household appliance...toaster with pictures"
- D.
"diamond in the rough"
- E.
"broadband universe in a jewel-encrusted box"
Correct Answer
C. "a household appliance...toaster with pictures"Explanation
Mark Fowler, the FCC chair, characterized television as "a household appliance...toaster with pictures." This suggests that Fowler viewed television as a common and everyday item, comparable to a household appliance like a toaster. This characterization implies that television is not a medium of great significance or importance, but rather something mundane and unremarkable.Rate this question:
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- 4.
The FCC deregulated radio in 1981 and commercial television in 1985. How did Congress influence government oversight with respect to the FCC during the 1980s?
- A.
It reduced the size of the commission from seven to five members.
- B.
It added the cable bureau to the FCC.
- C.
It called for FCC regulation of satellite television.
- D.
It called for new rules to control cellular phones and the Internet.
- E.
All of the above
Correct Answer
A. It reduced the size of the commission from seven to five members.Explanation
During the 1980s, Congress influenced government oversight of the FCC by reducing the size of the commission from seven to five members. This change in the composition of the commission likely aimed to streamline decision-making processes and increase efficiency within the FCC. By reducing the number of members, Congress may have sought to create a more manageable regulatory body that could effectively oversee the radio and television industries.Rate this question:
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- 5.
The FCC takes three principal steps in drafting new rules, identified by the abbreviation of the published announcements. Which one of the following is most important because it means a resolution has been reached?
- A.
Notice of Inquiry (NOI)
- B.
Notice of Proposed Rule Making (NPRM)
- C.
Report and Order (R&O)
- D.
Federal Register (FR)
- E.
Temporary Restraining Order (TRO)
Correct Answer
C. Report and Order (R&O)Explanation
The correct answer is Report and Order (R&O) because it signifies that a resolution has been reached. This step is crucial as it indicates that the FCC has gone through the process of gathering information, considering public comments, and making a final decision on the new rules. The R&O is the final step in the rulemaking process and represents the FCC's official position on the matter.Rate this question:
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- 6.
In the eyes of the federal government, what term best defines the role of licensed broadcasters?
- A.
Liberal mainstream media
- B.
Government watchdogs
- C.
Private enterprise
- D.
Public trustees
- E.
Entertainment entrepreneurs
Correct Answer
D. Public trusteesExplanation
The term "public trustees" best defines the role of licensed broadcasters in the eyes of the federal government. This suggests that licensed broadcasters are entrusted with the responsibility of serving the public interest and acting as custodians of the airwaves. They are expected to prioritize the needs and welfare of the public over their own interests and provide programming that is informative, educational, and beneficial to society as a whole.Rate this question:
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- 7.
The sinking of the Titanic revealed what oversight in the Wireless Ship Act of 1910?
- A.
The law failed to specify ocean steamers.
- B.
The law failed to define how many passengers had to be on board.
- C.
The law did not require radio wireless operators on duty at all times.
- D.
The law failed to require sufficient safety jackets and boats.
- E.
The law did not pertain to waters far off coast in the North Atlantic.
Correct Answer
C. The law did not require radio wireless operators on duty at all times.Explanation
The sinking of the Titanic revealed that the Wireless Ship Act of 1910 did not require radio wireless operators to be on duty at all times. This oversight meant that there was no mandatory 24/7 communication available between the ship and potential rescuers, leading to delays in receiving distress signals and ultimately contributing to the loss of many lives.Rate this question:
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- 8.
Two radio cases, Hoover v. Intercity Radio and U.S. v. Zenith (WJAZ), underscored what deficiency in federal law with respect to radio operations?
- A.
U.S. Commerce Department had not authority to deny licenses to applicants.
- B.
Congress could not delegate a private business to serve as a public trustee.
- C.
Pirate wireless transmitters were completely legal under federal law.
- D.
Military use of wireless had lower priority than commercial broadcasting.
- E.
None of the above
Correct Answer
A. U.S. Commerce Department had not authority to deny licenses to applicants.Explanation
The correct answer is that the U.S. Commerce Department did not have the authority to deny licenses to applicants. This means that the federal law did not provide the Commerce Department with the power to reject or refuse licenses for radio operations. This deficiency in the law allowed applicants to obtain licenses without any oversight or regulation from the government.Rate this question:
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- 9.
Congress sought to remedy deficits in U.S. law with respect to issuing, denying, and regulating broadcast licenses through what 1927 act?
- A.
Establishment of the Federal Communications Commission (FCC)
- B.
Adoption of the fairness doctrine
- C.
Oversight by the Federal Trade Commission (FTC)
- D.
Establishment of the Federal Radio Commission (FRC)
- E.
None of the above
Correct Answer
D. Establishment of the Federal Radio Commission (FRC)Explanation
The correct answer is the establishment of the Federal Radio Commission (FRC). This act was passed in 1927 by Congress to address the deficiencies in U.S. law regarding the issuance, denial, and regulation of broadcast licenses. The FRC was created as an independent regulatory agency to oversee and regulate the radio industry, ensuring fair and efficient allocation of licenses and promoting the public interest in broadcasting. This act laid the foundation for future regulatory bodies like the Federal Communications Commission (FCC) to further regulate and oversee the broadcasting industry.Rate this question:
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- 10.
Of all the infractions that could result in a sanction against a broadcast station, which one is the most serious and could result in the denial of a license renewal?
- A.
Obscene or indecent programming
- B.
Soliciting money under false pretense
- C.
Lack of candor (lying to the FCC)
- D.
Promoting an illegal lottery
- E.
Failure to provide a diversity of viewpoints
Correct Answer
C. Lack of candor (lying to the FCC)Explanation
The most serious infraction that could result in a sanction against a broadcast station and the denial of a license renewal is lack of candor, specifically lying to the FCC. This is because it directly undermines the trust and integrity of the regulatory body and can have significant consequences for the station's compliance and credibility.Rate this question:
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- 11.
T/F: The size of an audience usually is more important than its characteristics.
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
The statement suggests that the size of an audience is not more important than its characteristics. This means that the quality and relevance of the audience's characteristics, such as their interests, demographics, and preferences, hold greater significance than the sheer number of people present. It implies that having a smaller audience with the right characteristics can be more valuable and effective than having a larger audience that may not be as relevant or engaged.Rate this question:
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- 12.
T/F: Broadcasters give all audience members equal weight in programming decisions
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
Broadcasters do not give all audience members equal weight in programming decisions. Programming decisions are often influenced by factors such as ratings, advertising revenue, target demographics, and market trends. Broadcasters prioritize programming that appeals to a larger audience or target demographic, which may result in certain audience members having more influence than others. Therefore, the statement that broadcasters give all audience members equal weight in programming decisions is false.Rate this question:
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- 13.
T/F: No modern media can escape the imperative to count and evaluate audiences.
- A.
True
- B.
False
Correct Answer
A. TrueExplanation
In today's digital age, all forms of modern media, such as television, radio, newspapers, and websites, rely heavily on audience measurement and evaluation to determine their success. This is because audience data is crucial for advertisers and content creators to understand their target market, make informed decisions, and generate revenue. Whether it is through ratings, page views, click-through rates, or social media engagement, modern media cannot ignore the need to track and analyze audience behavior. Therefore, the statement that no modern media can escape the imperative to count and evaluate audiences is true.Rate this question:
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- 14.
is a viewing log kept by a member of a selected household as part of the audience-measurement process.
- A.
Meter
- B.
Log
- C.
Diary
- D.
Net Rating
Correct Answer
C. DiaryExplanation
A diary is a personal record or log of one's activities, thoughts, or experiences. In the context of the audience-measurement process, a diary would be used by a member of a selected household to record their viewing habits. This information is then used to gather data on television viewership and audience ratings.Rate this question:
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- 15.
A.C. Nielsen's dramatic contribution to audience measurement was called the .
- A.
Arbitron
- B.
Audimeter
- C.
Portable People Meter (PPM)
- D.
None of the above
Correct Answer
B. AudimeterExplanation
The correct answer is Audimeter. A.C. Nielsen's Audimeter was a significant contribution to audience measurement. It was a device used to track television viewing habits by attaching it to the television set. The Audimeter recorded which channels were being watched and for how long, providing valuable data for advertisers and broadcasters. This invention revolutionized audience measurement and provided more accurate and detailed information about viewership.Rate this question:
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- 16.
T/F: Audience measurement is open to challenge by its stakeholders.
- A.
True
- B.
False
Correct Answer
A. TrueExplanation
Audience measurement is open to challenge by its stakeholders because it involves gathering data about audience behavior and preferences, which can be subjective and open to interpretation. Different stakeholders may have different perspectives and interests, leading them to question the accuracy or fairness of the measurement methods. Additionally, as technology and media consumption habits evolve, audience measurement techniques may need to be updated and adapted, which can also be a point of contention for stakeholders.Rate this question:
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- 17.
increase(s) pressure for high ratings.
- A.
Internet usage
- B.
Diaries
- C.
Projections
- D.
Industry Consolidation
- E.
All of the above
Correct Answer
D. Industry ConsolidationExplanation
Industry consolidation refers to the process of companies merging or acquiring other companies in the same industry. This can lead to increased pressure for high ratings because when companies consolidate, they often aim to become dominant players in the market. In order to attract investors and maintain a strong position, these companies may need to demonstrate high ratings and financial performance. Therefore, industry consolidation can create a competitive environment where companies strive to increase their ratings to stand out and attract investors.Rate this question:
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- 18.
A is an electronic device that records the channel choices of viewers (and sometimes more.)
- A.
Meter
- B.
Diary
- C.
Quota Sample
- D.
Portable People Meter
Correct Answer
A. MeterExplanation
A meter is an electronic device that records the channel choices of viewers (and sometimes more). This device is used to measure and track the viewership of television channels by recording the channels that viewers choose to watch. It provides valuable data and insights to media companies and advertisers to understand viewers' preferences and make informed decisions regarding programming and advertising strategies.Rate this question:
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- 19.
Archibald Crossley pioneered radio ratings by first using .
- A.
People Meters
- B.
Local People Meters
- C.
Random Sampling
- D.
Quota Sampling
- E.
None of the Above
Correct Answer
D. Quota SamplingExplanation
Archibald Crossley pioneered radio ratings by first using quota sampling. Quota sampling is a non-probability sampling technique where the researcher selects participants based on certain characteristics or quotas to ensure the sample represents the population accurately. In the context of radio ratings, Crossley would have used quota sampling to select participants based on demographic characteristics such as age, gender, and socioeconomic status to ensure a representative sample of radio listeners. This method allowed for more accurate measurement of radio ratings and paved the way for future research in the field.Rate this question:
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- 20.
Which of the following can measure TV viewers?
- A.
HUT, HUR, PUT
- B.
PUT, HUT, PIT
- C.
HUT, PUR, PUT
- D.
HUR, HUT, PUR
Correct Answer
C. HUT, PUR, PUTExplanation
HUT, PUR, and PUT are all measurement metrics used to measure TV viewership. HUT stands for "Households Using Television" and measures the percentage of households that have their TV sets turned on during a specific time period. PUR stands for "Persons Using Television" and measures the percentage of individuals within the total population who are watching TV during a specific time period. PUT stands for "People Using Television" and is similar to PUR but specifically refers to the number of people watching TV. Therefore, HUT, PUR, and PUT are all valid measures for TV viewership.Rate this question:
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- 21.
BOOK is another word for .
- A.
Ratings
- B.
Sweeps
- C.
Sampling
- D.
Diaries
Correct Answer
B. SweepsExplanation
In the context of television, "sweeps" refers to a period of time when television ratings are measured to determine advertising rates. During sweeps, television networks try to attract as many viewers as possible by airing special episodes, events, or promotions. Therefore, "sweeps" can be considered another word for television ratings.Rate this question:
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- 22.
Since the mid-1990s, the Corporation for Public Broadcasting has used ratings as a basis for granting funding to community and public radio.
- A.
Audimeter
- B.
Geodemographic
- C.
Psychographic
- D.
Nielsen's
- E.
Arbitron
Correct Answer
E. ArbitronExplanation
Arbitron is the correct answer because it is a well-known media research company that specializes in measuring radio audiences. The Corporation for Public Broadcasting has used ratings, which are provided by companies like Arbitron, as a basis for granting funding to community and public radio stations since the mid-1990s. This means that the ratings data collected by Arbitron is used to determine the popularity and reach of these radio stations, which in turn influences the amount of funding they receive from the Corporation for Public Broadcasting.Rate this question:
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- 23.
Which type of meter is designed to supplant the sweeps-and-diaries approach to acquiring local TV ratings? (Whenever a viewer prepares to watch TV, they need to enter a code, which shows which viewer was doing the watching.)
- A.
Portable People Meters
- B.
Diaries
- C.
Local People Meters
- D.
Net ratings
Correct Answer
C. Local People MetersExplanation
Local People Meters are designed to replace the sweeps-and-diaries approach to acquiring local TV ratings. These meters require viewers to enter a code whenever they prepare to watch TV, allowing for accurate tracking of which viewer is watching. This eliminates the need for viewers to manually record their viewing habits in diaries, providing a more efficient and reliable method of gathering local TV ratings. Portable People Meters are not designed specifically for acquiring local TV ratings, and Net ratings refer to a different type of measurement.Rate this question:
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- 24.
Which type of meter is aimed at capturing data from people listening/watching outside the house? (Hears and senses whatever show the user is watching or hearing and identifies it through codes)
- A.
Local People Meters
- B.
Quota Sampling
- C.
Active Meters
- D.
Portable People Meters
Correct Answer
D. Portable People MetersExplanation
Portable People Meters are designed to capture data from people listening or watching outside the house. These meters use codes to identify the shows or content that the user is watching or hearing. Unlike other types of meters mentioned, Portable People Meters are specifically aimed at collecting data from individuals who are not within the household, allowing for a more comprehensive understanding of audience behavior and preferences.Rate this question:
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- 25.
In demographic and psychographic research, what defines media users?
- A.
Listening Patterns, Attention
- B.
Greater Texture, Detail
- C.
Income, Gender
- D.
Detail, Attention
Correct Answer
B. Greater Texture, DetailExplanation
In demographic and psychographic research, media users are defined by their greater texture and detail. This means that media users tend to have a deeper understanding and knowledge of the content they consume. They pay attention to the finer details and nuances, which sets them apart from other individuals who may have more superficial engagement with media. This characteristic can be valuable in understanding audience preferences and behaviors in relation to media consumption.Rate this question:
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- 26.
What was the unsuccessful 1990s effort by TV networks to design alternative ratings systems to Nielsen's called?
- A.
SMART
- B.
TargetTV
- C.
Book
- D.
Hooper
Correct Answer
A. SMARTExplanation
The unsuccessful 1990s effort by TV networks to design alternative ratings systems to Nielsen's was called SMART.Rate this question:
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- 27.
Why do broadcasters and advertisers still use ratings?
- A.
Maybe nothing better has come along
- B.
It is a basis for funding
- C.
For advertising dollars
- D.
None of the Above
- E.
All of the above
Correct Answer
E. All of the aboveExplanation
Broadcasters and advertisers still use ratings for several reasons. Firstly, maybe nothing better has come along to replace them as a measurement tool. Secondly, ratings serve as a basis for funding, as they provide information on the size and demographics of the audience, which can influence the allocation of resources. Lastly, ratings are important for advertisers as they help determine the reach and potential impact of their advertisements, allowing them to make informed decisions about where to invest their advertising dollars. Therefore, all of the above reasons contribute to the continued use of ratings by broadcasters and advertisers.Rate this question:
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- 28.
T/F: CPM stands for Cost Per Million
- A.
True
- B.
False
Correct Answer
B. FalseExplanation
CPM does not stand for Cost Per Million. CPM actually stands for Cost Per Thousand. In advertising, CPM is a metric used to measure the cost of reaching one thousand potential customers or viewers. It is commonly used in digital advertising to determine the cost effectiveness of an ad campaign. Therefore, the statement that CPM stands for Cost Per Million is incorrect.Rate this question:
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- 29.
What is the technique called where researchers call households DURING a program to see if they're watching/listening to it?
- A.
Hooper
- B.
SMART
- C.
Coincidental
- D.
Strip
- E.
Audimeter
Correct Answer
C. CoincidentalExplanation
Coincidental is the correct answer because it refers to the technique where researchers call households during a program to see if they are watching or listening to it. The term "coincidental" suggests that the calls are made by chance or by coincidence, allowing researchers to gather data on viewership or listenership in real-time. This technique helps in understanding audience behavior and measuring the popularity or reach of a particular program.Rate this question:
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- 30.
Which early ratings firm pioneered the use of coincidental telephone calls to determine listening patterns?
- A.
Nielsen
- B.
Swanson
- C.
Hooper
- D.
Drachkovitch
Correct Answer
C. HooperExplanation
Hooper is the correct answer because it was the early ratings firm that pioneered the use of coincidental telephone calls to determine listening patterns. This method allowed them to gather data on what people were listening to at specific times, providing valuable insights into audience preferences and behavior. Nielsen is a well-known ratings firm, but it did not pioneer this specific method. Swanson and Drachkovitch are not relevant to the question.Rate this question:
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- 31.
What kind of meter looks at channels and specific programs coming into the home? (Works with DVRs, too)
- A.
Portable People Meters
- B.
Local People Meters
- C.
Active/Passive Meters
- D.
All of the Above
Correct Answer
C. Active/Passive MetersExplanation
Active/Passive Meters are the kind of meters that look at channels and specific programs coming into the home. These meters are capable of working with DVRs as well. Portable People Meters and Local People Meters are not relevant in this context. Therefore, the correct answer is Active/Passive Meters.Rate this question:
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- 32.
What kind of ratings gauge the appeal of individual television performers?
- A.
Meters
- B.
TVQ or "Q"
- C.
PUT/PUR
- D.
Local People Meters
Correct Answer
B. TVQ or "Q"Explanation
TVQ or "Q" is a rating that gauges the appeal of individual television performers. It measures the familiarity and likability of a performer among viewers. This rating helps networks and advertisers understand the popularity and audience appeal of specific performers, which in turn helps them make decisions about casting and advertising strategies. The higher the TVQ or "Q" rating, the more likely a performer is to attract viewers and generate interest in a television program.Rate this question:
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- 33.
is the measurement of an audience, usually as households. A single point equals 1 percent of all the households owning TV sets in the sample area.
- A.
Share
- B.
Rating
- C.
Demographic
- D.
Rating/Share
Correct Answer
B. RatingExplanation
Rating is the measurement of an audience, usually as households. It is a way to determine the popularity or viewership of a television program or channel. The rating is calculated by dividing the number of households watching a particular program by the total number of households owning TV sets in the sample area. A single point represents 1 percent of all the households in the sample area.Rate this question:
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- 34.
is the percentage of all households currently using TV sets that is tuned into a particular channel.
- A.
Rating/Share
- B.
Demographic
- C.
Rating
- D.
Share
- E.
None of the Above
Correct Answer
D. ShareExplanation
The correct answer is "Share". Share refers to the percentage of all households currently using TV sets that is tuned into a particular channel. It is a measure of the audience share or viewership that a particular channel has compared to the total number of households with TV sets. Rating, on the other hand, refers to the percentage of households with TV sets that are tuned into a particular channel, while demographic refers to a specific group within the population. "None of the Above" is not the correct answer as Share is the appropriate term in this context.Rate this question:
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- 35.
is a way of expressing a program's drawing power. Ex.) "The show did a 9/16 yesterday" means that the program was viewed in 9 percent of households owning TV sets and in 16 percent of households using TV sets at the time.
- A.
Share
- B.
Rating
- C.
Rating/Share
- D.
Share/Rating
Correct Answer
C. Rating/ShareExplanation
Rating/Share is the correct answer because it is a commonly used metric in the television industry to measure a program's popularity and reach. The rating refers to the percentage of households that watched a particular program out of all the households with TV sets, while share refers to the percentage of households that watched the program out of all the households that were actually using their TV sets at that time. The Rating/Share metric combines these two factors to provide a comprehensive measure of a program's drawing power.Rate this question:
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- 36.
What type of sampling studies a specified number of subjects of one type? Ex.) 10 teenage girls or 20 male retirees. Results are open to challenge as not valid across a population
- A.
Random Sampling
- B.
Projections
- C.
Quota Sampling
- D.
All of the Above
Correct Answer
C. Quota SamplingExplanation
Quota sampling is the correct answer because it involves selecting a predetermined number of subjects from a specific group or category, such as 10 teenage girls or 20 male retirees. This method is not random and does not represent the entire population, so the results may be open to challenge and may not be valid across the entire population.Rate this question:
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- 37.
What type of sampling studies subjects drawn from a larger group, with each individual chosen by chance? Making results potentially valid all across that population.
- A.
Random Sampling
- B.
Quota Sampling
- C.
Projections
- D.
All of the Above
Correct Answer
A. Random SamplingExplanation
Random sampling is a type of sampling where subjects are drawn from a larger group, and each individual is chosen by chance. This means that every member of the population has an equal chance of being selected for the study. By using random sampling, the results of the study have the potential to be valid and representative of the entire population. This method helps to minimize bias and increase the generalizability of the findings.Rate this question:
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- 38.
What early ratings service, created by and for radio advertisers, began trying in 1930 to measure the national audience?
- A.
A.C. Nielsen
- B.
Hooper
- C.
Cooperative Analysis of Broadcasting (CAB)
- D.
SMART
Correct Answer
C. Cooperative Analysis of Broadcasting (CAB)Explanation
Cooperative Analysis of Broadcasting (CAB) is the correct answer because it was an early ratings service that was created by and for radio advertisers. It began its efforts in 1930 to measure the national audience. A.C. Nielsen is not the correct answer because while it is a well-known ratings service, it was primarily focused on television ratings rather than radio. Hooper and SMART are also not the correct answers as they are not relevant to the question.Rate this question:
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- 39.
T/F: Projecting future ratings is an early step in the development of programming.
- A.
True
- B.
False
Correct Answer
A. TrueExplanation
Projecting future ratings is an early step in the development of programming because it allows programmers to anticipate the potential success or popularity of a particular program or project. By analyzing past data, market trends, and audience preferences, programmers can make informed decisions about the content, timing, and promotion of their programming. This helps them to allocate resources effectively and increase the chances of creating successful and profitable programming.Rate this question:
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- 40.
When is upfront commercial time shopped for?
- A.
Before the idea is pitched
- B.
Before the new season begins
- C.
After the new season begins
- D.
After the primary ratings are in
Correct Answer
B. Before the new season beginsExplanation
Upfront commercial time is shopped for before the new season begins. This means that advertisers and networks negotiate and purchase commercial slots for the upcoming season ahead of time. By doing this, advertisers can secure their desired advertising slots and networks can plan their programming and budget accordingly. It allows both parties to have a clear understanding of the available commercial inventory and helps in maximizing advertising revenue for the network.Rate this question:
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- 41.
The internet focused brand of Nielsen Media Research expands audience measurement and analysis. What is it called?
- A.
A.C. Nielsen
- B.
Neilsen Media Research
- C.
Nielsen NetRatings
- D.
Net
Correct Answer
C. Nielsen NetRatingsExplanation
Nielsen NetRatings is the correct answer because it is the internet-focused brand of Nielsen Media Research that specializes in expanding audience measurement and analysis. This brand specifically focuses on providing data and insights related to online audience behavior, allowing businesses to better understand their digital audience and make informed decisions based on the data provided by Nielsen NetRatings.Rate this question:
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- 42.
What led networks to remove most single-sponsored shows from their schedule?
- A.
The practice of "clipping"
- B.
The corruption of game shows
- C.
The unfairness of competition
- D.
The rise of multiple sponsorship dollars
Correct Answer
B. The corruption of game showsExplanation
The corruption of game shows led networks to remove most single-sponsored shows from their schedule. This could be due to scandals and controversies surrounding rigged game shows, which damaged the credibility and trust of viewers. Networks may have decided to distance themselves from such shows to maintain their reputation and ensure fairness in their programming.Rate this question:
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- 43.
is a team where the combined talents of sales, marketing, planning, creativity and research must work in sync to achieve a goal.
- A.
Enterprise
- B.
Online advertising Agencies
- C.
Advertising
- D.
Marketing Agencies
Correct Answer
C. AdvertisingExplanation
An advertising team is a group of individuals with diverse skills in sales, marketing, planning, creativity, and research. They must collaborate and coordinate their efforts to accomplish a specific objective. This may involve creating effective advertisements, targeting the right audience, developing marketing strategies, conducting research on consumer behavior, and implementing various advertising techniques. By working together, the advertising team can leverage their combined talents to achieve their goals and drive successful advertising campaigns.Rate this question:
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- 44.
Advertising begins with .
- A.
Account Executives
- B.
Execution
- C.
Creative Planning
- D.
Marketing
Correct Answer
D. MarketingExplanation
Advertising begins with marketing. Marketing involves understanding the target audience, identifying their needs and preferences, and developing strategies to promote products or services to meet those needs. Advertising is one of the key components of marketing, as it involves creating and delivering persuasive messages through various channels to attract and engage potential customers. Therefore, marketing is the starting point for advertising, as it sets the foundation for the development of effective advertising campaigns.Rate this question:
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- 45.
Who is responsible for the planning and placement of advertising messages?
- A.
Account Executives
- B.
Account Planners
- C.
Media Planners/Buyers
- D.
Creative Team
Correct Answer
C. Media Planners/BuyersExplanation
Media Planners/Buyers are responsible for the planning and placement of advertising messages. They are in charge of identifying target audiences, selecting appropriate media channels, negotiating media buys, and ensuring that the advertising messages reach the right audience at the right time. Account Executives handle client relationships and manage overall advertising campaigns. Account Planners are responsible for conducting research and developing strategic plans for advertising campaigns. The Creative Team is responsible for developing the actual advertising content and creative concepts.Rate this question:
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- 46.
is A.C. Nielsen's term for one group of communities where the audience receives the same radio and television signals.
- A.
Target Audience
- B.
Reach
- C.
Designated Market Area (DMA)
- D.
Frequency
Correct Answer
C. Designated Market Area (DMA)Explanation
Designated Market Area (DMA) is the correct answer because it refers to a specific geographic area where the audience receives the same radio and television signals. It is a term used by A.C. Nielsen to define a group of communities that share the same media market. The DMA helps advertisers and broadcasters to target their advertising and programming to a specific region and measure the reach and effectiveness of their campaigns within that area.Rate this question:
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- 47.
"Avails" stands for:
- A.
Time slots in a schedule to be sold to advertisers
- B.
Advertisements available for a program
- C.
Time slots available for programming during prime time
- D.
Available audience reach
Correct Answer
A. Time slots in a schedule to be sold to advertisersExplanation
"Avails" refers to the time slots in a schedule that can be sold to advertisers. This means that these are the specific time periods that are available for advertisers to purchase and broadcast their advertisements.Rate this question:
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- 48.
What is the commercial schedule from beginning to end when the advertiser places commercials with a station or cable system called?
- A.
Inventory
- B.
Cume
- C.
Flight
- D.
Run of Schedule (ROS)
- E.
None of the Above
Correct Answer
C. FlightExplanation
Flight refers to the commercial schedule from beginning to end when the advertiser places commercials with a station or cable system. It represents a specific period during which the commercials are aired according to a predetermined schedule. This allows advertisers to have control over when their commercials are broadcasted, ensuring maximum reach and effectiveness of their advertising campaign.Rate this question:
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- 49.
is the estimate of the percentage of the total audience exposed to a message, spot, or program at least once during its run.
- A.
Reach
- B.
Frequency
- C.
Avails
- D.
Flight
Correct Answer
A. ReachExplanation
Reach is the estimate of the percentage of the total audience exposed to a message, spot, or program at least once during its run. It measures the breadth or scope of the audience reached by a particular media content. In other words, it tells us how many unique individuals were exposed to the message. It is an important metric in advertising and media planning as it helps to assess the potential impact and effectiveness of a campaign by determining the size of the audience reached.Rate this question:
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- 50.
is the measure of advertising reinforcement--usually an estimate of how many times the audience has been exposed to a spot.
- A.
Reach
- B.
Frequency
- C.
Avails
- D.
Flight
Correct Answer
B. FrequencyExplanation
Frequency is the measure of advertising reinforcement, specifically an estimate of how many times the audience has been exposed to a spot. It indicates the number of times an advertisement or message is delivered to the target audience. A higher frequency means that the advertisement has been shown multiple times to the same audience, increasing the chances of message retention and recall. Frequency is an important metric in advertising campaigns as it helps in determining the effectiveness and impact of the message on the target audience.Rate this question:
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