Integrated Marketing Communications 4th Edition Chitty Test Bank

Integrated Marketing Communications
4th Edition Chitty Test Bank

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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.
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.
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.
14. Network advertising is inefficient if the national advertiser chooses to concentrate efforts only on
select markets.
© Cengage Learning Australia 2014

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.
24. The period that begins with the early morning news shows and extends to 4 p.m. is known as ‘early
morning’.
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.
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.
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.
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.
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’.
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
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
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
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
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
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
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
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 ____________.
B 4 p.m. and 7 p.m.
ANS: D PTS: 1 DIF: Moderate TOP: Television programming day-parts
23. On television, early morning is the time period between ____________.
B 4 p.m. and 7 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
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
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.
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
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
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
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 ____________.
B 4 p.m. and 7 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
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.
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.
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
41. All of the following are advantages of radio advertising except ____________.
A intimacy
B short lead times
C transfer of imagery from TV
D economy
42. The ____________ regulates broadcasting services in Australia.
A Australian Channel and Media Authority
B Australian Commercial and Media Authority
C Australian Communications and Market Authority
D Australian Communications and Monitoring Authority
E Australian Communications and Media Authority
ANS: E PTS: 1 DIF: Difficult TOP: Regulating the Australian broadcasting
industry
43. ____________ fractionalisation is a limitation of radio advertising.
A Target
B Media
C Product
D Audience
E Geographic
ANS: D PTS: 1 DIF: Difficult TOP: Limitations
44. Product placement in radio advertising is often called ____________ advertising.
A live read
B product detail
C concealed product
D reality role
ANS: A PTS: 1 DIF: Difficult TOP: The Australian radio industry
45. One advantage of television advertising is ____________.
A demonstration ability
B ability to generate excitement
C ability to achieve impact
D one-on-one reach
46. When a brand appears in a negative context within a TV program or movie, this is referred to as
____________.
A non-positive placement
B distracted placement
C distortion placement
D negative placement
ANS: D PTS: 1 DIF: Difficult TOP: Brand or product placement
47. In radio, the period of time referred to as afternoon 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.
ANS: B PTS: 1 DIF: Easy TOP: Buying radio time
48. In Australia, the most important research innovation since the advent of television audience
measurement is the ____________.
A Station Meter
B TV Meter
C Program Meter
D People Meter
E Ad Meter
ANS: D PTS: 1 DIF: Moderate TOP: Television audience measurement
49. Content and complaints handling comes under a code of practice developed with different sectors
of the television, radio and Internet industries and the ____________.
A ABMA
B ACMA
C AAMA
D AAMI
E ACDA
ANS: B PTS: 1 DIF: Moderate TOP: Regulating the Australian broadcasting
industry
50. Infomercials were introduced to television in the early ____________.
A 1970s
B 1980s
C 1990s
D 1960s
E none of these choices
ANS: B PTS: 1 DIF: Moderate TOP: Infomercials
51. The judges on the reality TV show Australian Idol drink out of large Coca-Cola cups during the
show. This is an example of ____________.
A product placement
B sponsorship
C an infomercial
D sales promotion
E slice-of-life advertising
ANS: A PTS: 1 DIF: Moderate TOP: Brand or product placement
52. A TV set-top box that requires consumers to punch a button to record their television viewing is
known as a ____________.
A program monitor
B people meter
C scanner
D tracking device
E diary
ANS: B PTS: 1 DIF: Moderate TOP: Television audience measurement
53. Which of the following is an example of a type of product placement?
A A company sponsors a program.
B A brand decides on a co-branding campaign.
C A brand is mentioned in music.
D A product is part of a window display.
ANS: C PTS: 1 DIF: Moderate TOP: Brand or product placement
54. One reason that cable advertising is attractive to national advertisers is because cable networks
focus on specialised areas of viewing interest. This is called ____________.
A fractionalisation
B focused advertising
C spot advertising
D narrowcasting
E audience tracking
ANS: D PTS: 1 DIF: Moderate TOP: Subscription advertising
55. ____________ in television occurs when an independent company, such as Buena Vista Television
Advertising Sales and Sony Pictures Television, markets a TV show to as many network-affiliated
or cable television stations as possible.
A Unwired network
B Syndicated programming
C Independent programming
D Road-blocking
E Wired network
ANS: B PTS: 1 DIF: Moderate TOP: Syndication
56. The cost of network television advertising depends on ____________.
A the time of day when an ad is aired
B the popularity of the television program in which the ad is placed
C the time of year
D royalties for music
E All but royalties for music are correct answers.
ANS: E PTS: 1 DIF: Difficult TOP: Network television advertising
57. Bonnie needs audience information for local radio ratings. She would be able to get this
information from ____________.
A Statistical Research Inc.
B Bruzzone Research Company
C Nielsen Media Research
D Arbitron
E Simmons Market Research Bureau
ANS: C PTS: 1 DIF: Difficult TOP: Radio audience measurement
58. To combat declining ratings and the movement of advertising dollars to online and social media,
the television industry is rolling out ____________ advertisements.
A. cheaper
B. longer
C. addressable
D. reversible
E. special
ANS: C PTS: 1 DIF: Moderate TOP: Recent developments in TV advertising
59. Product placement is destined to become an increasingly major part of the ____________.
A. marketing strategy
B. product mix
C. communications mix
D. strategic mix
E. tactical mix
ANS: C PTS: 1 DIF: Moderate TOP: Brand and product placement
60. Infomercials appear to be especially effective for consumers who are ____________.
A. innovative
B. price conscious
C. impulsive
D. none of these choices
E. all of these choices
ANS: E PTS: 1 DIF: Moderate TOP: Infomercials
61. The duration of the majority of current TV commercials is only ____________ seconds.
A. 15 or 30
B. 30 or 45
C. 20 or 40
D. 10 or 30
E. 15 or 25
ANS: A PTS: 1 DIF: Moderate TOP: Limitations
62. Research reveals that perhaps as much as ____________ of the potential audience for a TV
commercial may be lost to zapping.
A. 10%
B. 66%
C. 20%
D. 33%
E. 55%

ANS: D PTS: 1 DIF: Moderate TOP: Limitations
63. The greatest relative advantage of television advertising is its ability to achieve ____________.
A. relevance
B. synergy
C. impact
D. intrusion
E. personalisation
ANS: C PTS: 1 DIF: Easy TOP: Strengths
64. The heaviest viewers of network television tend to be in the ____________ segment.
A. lower socio-demographic
B. single parent family
C. teenagers
D. retiree
E. baby-boomers
ANS: A PTS: 1 DIF: Easy TOP: Subscription advertising
65. Spot advertising is particularly desirable when a company launches a new ____________ in a state
market before it achieves national distribution.
A. sales promotion
B. product
C. campaign
D. slogan
E. none of these choices
ANS: B PTS: 1 DIF: Easy TOP: Spot television advertising
66. Greater use of ____________ advertising is harmonious with the growing practices of
regional-oriented marketing and geo-demographic segmentation of consumer markets.
A. spot television
B. integrated television
C. national campaign
D. all of these choices
E. none of these choices
ANS: A PTS: 1 DIF: Moderate TOP: Spot television advertising
ESSAY:
1. Compare and contrast network, spot, and syndicated advertising.
ANS:
Network television advertising. Companies that market products nationally often use network
television to reach potential customers throughout the country. The advertiser, typically working
through an advertising agency, purchases desired time slots from one or more of the networks and
advertises at these times on all local stations that are affiliated with the network. Network
advertising is inefficient and, in fact, infeasible if the national advertiser chooses to concentrate
efforts only on select markets.

Spot television advertising. The national advertiser’s alternative to network advertising is spot
advertising, which is advertising placed (spotted) only in selected markets. This is desirable when a
company rolls out a new brand market by market before it achieves national distribution, when a
marketer needs to concentrate on particular markets due to poor performance in these markets or
because of aggressive competitive efforts, when a company’s product distribution is limited to one
or a few geographic markets, and for those advertisers who use network advertising but need to
supplement the national coverage with greater amounts of advertising in select markets that have
particularly high brand potential.
Syndicated advertising. Syndicated programming occurs when an independent company markets
a TV show to as many network-affiliated or cable television stations as possible. Because an
independent firm markets syndicated programs to individual television stations, the same
syndicated program can appear on different network-affiliated stations.
PTS: 1 DIF: Moderate TOP: Network, spot, syndicated, cable and local advertising
2. Discuss the strengths and limitations of television advertising.
ANS:
Television advertising’s strengths are:
1. Demonstration ability. No other medium can reach consumers simultaneously through
both auditory and visual senses.
2. Intrusion value. Television advertisements engage one’s senses and attract attention
even when one would prefer not to be exposed to an advertisement.
3. Ability to generate excitement. Products advertised on television can be presented
dramatically and made to appear more exciting and less mundane than perhaps they
actually are.
4. One-on-one reach. Like a sales presentation, the interaction between spokesperson and
consumer takes place on a personal level.
5. Ability to use humour. More than any other medium, television is able to use humour
as an effective advertising strategy.
6. Effective with sales force and trade. Salespeople find it easier to sell new or
established brands to the trade when a major advertising campaign is planned. The trade
has added incentive to increase merchandise support (e.g. through advertising features
and special display space) for a brand that is advertised on television.
7. Ability to achieve impact. Television advertising has the ability to activate consumers’
awareness of ads and enhance their receptiveness to sales messages.
Television advertising’s limitations are:

1. Cost. The cost of network television advertising has more than tripled over the past two
decades and it is very costly to produce television commercials.
2. Audience fractionalisation. Advertisers cannot expect to attract large homogenous
audiences when advertising on any particular program due to the great amount of
program selection now available to viewers.
3. Zapping and zipping. Zapping occurs when viewers switch to another channel when
commercials are aired. Zipping takes place when ads that have been recorded along
with program material using a video cassette recorder or a digital video recorder (i.e.
TiVo) are fast-forwarded (zipped through) when the viewer watches the prerecorded
material.
4. Clutter. Clutter refers to the growing amount of non-program material and consumers
perceive television to be the most cluttered of all major advertising media.
PTS: 1 DIF: Moderate TOP: Television advertising’s strengths and limitations

3. Describe how audiences are measured for radio and name the company that provides the audience
measurement.
ANS:
Today most radio audience measurement is conducted by ACNielsen, which produces reports such
as the Nielsen Media Research Radio Survey of audience share data along with other more
brand-specific information.
In Australia, such research uses a respondent diary or traditional survey questionnaire techniques.
However, the Portable People Meter (PPM), to be adopted in Australia, tracks what consumers
listen to on the radio and what they watch on TV. The meter will register every signal a person is
exposed to in a more accurate and reliable way.
PTS: 1 DIF: Moderate TOP: Radio audience measurement
4. Describe how audiences are measured for television and name the company that provides the
audience measurement
Nielsen Television Audience Measurement is the research service provider for OzTAM and
Regional TAM.
To measure TV audiences, NTAM installs a people meter on every set in all homes on the ratings
panel. Household members (and guests) are required to push their designated button, which carries
their demographics information, on a remote control type device when they sit down to watch TV
and log out when they leave the room. Each member is capable to accurately monitor and store
individual viewing on each TV set – every minute, 24 hours a day, 365 days a year.
One meter in each home is then enabled to transmit all the stored data by means of the telephone
line.
The viewing information is then combined with programming information and released each
morning for analysis by TV networks, media agencies and other data subscribers.
PTS: 1 DIF: Moderate TOP: Television audience measurement

Integrated Marketing Communications 4th Edition Chitty Test Bank

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Integrated Marketing Communications 4th Edition Chitty Test Bank

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Integrated Marketing Communications

4th Edition Chitty Test Bank

© Cengage Learning Australia 2014

© Cengage Learning Australia 2014

© Cengage Learning Australia 2014

© Cengage Learning Australia 2014

© Cengage Learning Australia 2014

Television advertising’s limitations are:

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

© Cengage Learning Australia 2014

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