Multiple Choice Questions 45. Which of the following statements about cable TV is true?…

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Multiple Choice Questions
 

45. Which of the following statements about cable TV is true? 
A. Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory
B. There are now no national cable networks, but plans are being developed for one
C. Cable TV began in the late 1960s
D. The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues
E. Cable TV attracts the largest volume of national advertising

46. Which of the following advantages does broadcast television provide to its advertisers? 
A. No selectivity
B. The potential for zipping and zapping
C. Low production costs
D. Mass coverage
E. Lack of clutter

47. 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. 
A. Flexibility
B. Tangibility
C. Selectivity
D. Potential for creativity
E. Productivity

48. One of the disadvantages that commonly plagues advertisers on contemporary broadcast television is: 
A. Long lead time
B. Finite creative possibilities
C. Limited coverage of U.S. Homes
D. Social dominance of the medium
E. High cost per exposure

49. As an advertising medium, one of broadcast television's greatest disadvantages is: 
A. Too much selectivity
B. Its lack of immediacy
C. The absence of a media image
D. High cost of production and airtime
E. The longevity of the image created by commercials

50. Which of the following statements about the use of television in IMC is true? 
A. There is no better medium than television for image advertising
B. Advertisers find that television is a good leverage tool
C. There is no better medium for imparting brand meaning to viewers
D. Advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised
E. All of the above statements about the use of television in IMC are true

51. When buying cable TV, advertisers buy _____ programming that can be placed throughout a channel's daily schedule. This programming is effective because cable television appeals to distinct demographic markets. 
A. Targeted
B. Schedule flighting
C. Run-of-schedule (ROS)
D. Demographic fragmentation
E. Limited segmentation

52. 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). 
A. Fragmented day parts
B. Flexibility
C. Selectivity
D. Unduplicated scheduling
E. Extended reach

53. The primary advantages of cable TV as an advertising medium are: 
A. Its rates, availability and unduplicated audiences
B. Its quality, selectivity and reach
C. Its reach, clutter and selectivity
D. Its selectivity, low cost and flexibility
E. Its reach, fragmentation and quality

54. One of the disadvantages that commonly plagues advertisers on contemporary cable television is: 
A. Audience fragmentation
B. High cost
C. Narrowcasting
D. Inability to pretest ads
E. Ad burnout

 

 

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