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Multiple Choice Quiz
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1
The majority of cable revenue comes from:
A)municipal franchise fees
B)satellite companies
C)the consumer
D)copyright fees
2
Advertiser buying plans are usually created based on:
A)population of market
B)disposable income of market
C)retail sales data
D)all the above
3
The "scatter market" is based on:
A)dayparts
B)cross-media buys
C)the four seasons
D)the Consumer Confidence Index
4
In a market where there is limited competition we call this
A)A monopoly
B)An oligopoly
C)A hierarchy
D)None of the above
5
According to your book, billboards are most likely to compete with this electronic medium for advertising dollars.
A)Radio
B)Television
C)Cable
D)The Internet
6
Which of the following is not an important radio daypart
A)Morning drive
B)Daytime
C)Afternoon drive
D)All of the above are important dayparts
7
Local retailers like co-op advertising for all of the following reasons except
A)National advertisers share the cost of the spot
B)National brand advertising provides high quality spots
C)The local store can showcase the many product lines they carry
D)Local retailers can include their local address within the ad
8
National spot sales refers to the buying of time
A)One or more national television markets
B)By national manufacturers on a market-by-market basis
C)Co-op advertising
D)By regions of the country
9
Generally speaking radio networks
A)Do not pay compensation to affiliated stations carrying their programs
B)Sell spots to local advertisers
C)Sell spots in dayparts
D)All of the above
10
National Public Radio is a program producer and supplier that receives money from ________ to pay for the cost of programming.
A)Local public stations
B)The Corporation for Public Broadcasting
C)Commercial sponsors
D)All of the above





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