To determine if you remember some of the key concepts of the chapter, take the following self quiz and see how you do. Select the best answer. If you select an incorrect answer, you'll receive immediate informational feedback to assist you in remembering the correct answer.

1		When presenting the price and product in a commercial, the price does not have to be stated if the commercial presents substantial consumer benefits.
			A)	True
			B)	False
2		There is only one measure of success when it comes to a commercial—how much revenue did it generate for the radio station?
			A)	True
			B)	False
3		A good commercial can be opened with a definitive statement.
			A)	True
			B)	False
4		The National Association of Broadcasters has the world's largest collection of marketing information about the effectiveness of radio advertising.
			A)	True
			B)	False
5		The visualization of a television commercial while hearing it on radio is called media memorization (MM).
			A)	True
			B)	False
6		The use of simple narration in a commercial
			A)	is not effective due to the lack of music to create an emotional appeal.
			B)	can be one of the most effective commercial styles.
			C)	is not effective due to the fact a single voice will not stand out on the radio.
			D)	is only effective if it has supporting foreground sound effects.
7		While the entire length of an ad may be sixty seconds, the reality is you have
			A)	only eight to 10 seconds to catch and hold the listener's attention at the beginning of the commercial.
			B)	only about 30 seconds to stress benefits and advantages.
			C)	only 50 seconds before your have to give the business name, address, and phone number at the end of the ad.
			D)	only a few seconds to give the price and product due to all of the other mandatory elements you have to work into the commercial.
8		A poorly produced commercial can have a negative effect on the radio station because
			A)	poorly produced commercials are dangerous to the station's audience ratings.
			B)	it could cause the radio station to lose a repeat client.
			C)	it fails to help the client generate anticipated sales increases.
			D)	All the above are correct.
9		A business' customers telling listeners about their good experiences at a particular supermarket would be what type of commercial?
			A)	"man on the street"
			B)	testimonial
			C)	lifetime experience
			D)	product comparison
10		It is vitally important to mention the commercial client's name at least _____ times in a 60-second commercial.
			A)	ten
			B)	eight
			C)	four to six
			D)	two
11		Marketing research has shown time and time again that while consumers are loyal to a particular brand,
			A)	they hold little loyalty to a particular retailer.
			B)	a good commercial can change their mind causing them to buy another brand.
			C)	their purchasing decision is made based on price alone.
			D)	it is almost impossible to get them to change retailers.
12		In just a few words, all of the elements of a commercial need to be tied together into an easy-to-remember message for the audience called
			A)	the commercial body.
			B)	the commercial open.
			C)	the commercial wrap.
			D)	a slogan.
13		The first of the four stages in a successful advertising schedule leading to increased sales for the client is
			A)	interest.
			B)	desire.
			C)	action.
			D)	awareness.
14		The number of times a radio ad airs during a given period of time is called the ad's
			A)	frequency.
			B)	rotation.
			C)	exposure.
			D)	inventory.
15		A commercial is really a short story about how the listener
			A)	will save money by shopping at a client's business.
			B)	can improve their life by shopping at a particular business.
			C)	benefits from the products and services offered by the advertiser.
			D)	is going to save time and money.