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Flashcards in Chapter 12 Deck (102)
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20. Which of the following statements about cable TV is true?

The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.

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20. Which of the following statements about cable TV is true?

The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.

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21. Which of the following advantages does broadcast television provide to its advertisers?

mass coverage

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21. Which of the following advantages does broadcast television provide to its advertisers?

mass coverage

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22. The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.

selectivity

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22. The manufacturer of Classic Equine equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals on ABC in order to take advantage of the _____ offered by broadcast television.

selectivity

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23. One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

long lead time

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23. One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is:

long lead time

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24. As an advertising medium, one of broadcast television's greatest disadvantages is:

high cost of production and airtime

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24. As an advertising medium, one of broadcast television's greatest disadvantages is:

high cost of production and airtime

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25. Which of the following statements about the use of television in IMC is true?

All of the above statements about the use of television in IMC are true.

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25. Which of the following statements about the use of television in IMC is true?

All of the above statements about the use of television in IMC are true.

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26. Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning--multiple ad purchases they can place throughout a channel's daily schedule.

run-of-schedule (ROS)

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26. Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning--multiple ad purchases they can place throughout a channel's daily schedule.

run-of-schedule (ROS)

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27. One of the advantages that cable TV advertising offers to advertisers is _____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).

flexibility

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27. One of the advantages that cable TV advertising offers to advertisers is _____, which means the ads can run anywhere from a minute to an hour (as in the case of an infomercial).

flexibility

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28. The primary advantages of cable TV as an advertising medium are:

its selectivity, low cost, and flexibility

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28. The primary advantages of cable TV as an advertising medium are:

its selectivity, low cost, and flexibility

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29. One of the disadvantages that commonly plagues advertisers on contemporary cable television is:

audience fragmentation

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29. One of the disadvantages that commonly plagues advertisers on contemporary cable television is:

audience fragmentation

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30. _____ occurs when an advertiser underwrites the total cost of a program.

Sponsorship

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30. _____ occurs when an advertiser underwrites the total cost of a program.

Sponsorship

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31. When Sports Authority, a retailer of sporting equipment, underwrote the total cost of the Coaches' Corner (a Saturday TV show where the local high school coaches explained their win/loss the previous night) on WLOX, the manufacturer was engaged in:

sponsorship

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31. When Sports Authority, a retailer of sporting equipment, underwrote the total cost of the Coaches' Corner (a Saturday TV show where the local high school coaches explained their win/loss the previous night) on WLOX, the manufacturer was engaged in:

sponsorship

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32. While Judith watched The Simpsons, she saw commercials advertising Wendy's restaurants, the Carnival cruise line, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis.

participation

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32. While Judith watched The Simpsons, she saw commercials advertising Wendy's restaurants, the Carnival cruise line, a new action movie, The Home Depot, and Pillsbury bread products. Advertising on the show was more than likely sold on a(n) _____ basis.

participation

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33. When several advertisers buy 30- or 60-second segments within a program, they are:

buying on a participation basis

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33. When several advertisers buy 30- or 60-second segments within a program, they are:

buying on a participation basis

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34. Why is most network TV advertising sold on a participating basis,?

This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.

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34. Why is most network TV advertising sold on a participating basis,?

This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.