BCA 512 Chapter 2 - PART 1

Card Set Information

Author:
Dstints22
ID:
171409
Filename:
BCA 512 Chapter 2 - PART 1
Updated:
2012-09-17 05:28:43
Tags:
BCA 512 Chapter Part
Folders:

Description:
Chapter 2 Part 1
Show Answers:

Home > Flashcards > Print Preview

The flashcards below were created by user Dstints22 on FreezingBlue Flashcards. What would you like to do?


  1. What are the three primary goals of radio?
    • 1. Generate publicity
    • 2. Generate ratings
    • 3. Generate revenue
  2. How much control does most business managers control the way their products or services are distributed, the prices charged, the characteristics of the product themselves, and the postpurchase services offered?
    1. Very little control
  3. How much control does station management have over the programming itself?
    1. Limited control
  4. What material do music-oriented stations rely on?
    1. Material that is available only as a result of the decisions made by music companies or satellite-distributed sydicated services.
  5. What is news and talk station programming driven by?
    1. News and talk station programming is driven by events beyond the direct control of station management.
  6. In other businesses, what do postpurchase services include?
    1. In other businesses, postpurchase service includes items such as waranties, services, contracts and so on.
  7. Postpurchase service for the audience is mostly limited to resoponding to listner's _______?
    1. Complaints
  8. Can radio station managers control the place where their station's programming is consumed?
    1. No
  9. When does radio listening frequently occur?
    1. While people are engaged in other activities
  10. Is radio listening a primary or secondary activity?
    1. Secondary
  11. What percent of listening takes place at work?
    1. One-quarter = 1/4 = 25%
  12. What percent of listening takes place in cars?
    1. 1/3 = 33.3%
  13. Why do different audience segments tend to listen at different times of the day ?
    1. Because radio fits into and around the things people do every day.
  14. When is radio listening at the most for adult men and women?
    1. Weekday morning and afternoon drive periods
  15. When is radio listening at the most for teenagers?
    1. During the weekday afternoons and on weekends
  16. What is the only element of marketing that is fully within the discretion of the radio station manager?
    1. Promotion
  17. What are two promotional advantages that radio has compared to other businesses?
    • 1. A multitude of opportunities exist for promoting the progamming because radio is present everywhere and is consumed by almost everbody.
    • 2. Radio has the invaluable ability to promote itself on air.
  18. Why were specialized formats created?
    1. To regain audiences that television had stolen.
  19. What is congruence?
    1. The ability to creat promotions that are reflective of the network's image.
  20. What are two other names for promotion managers?
    • 1. Marketing managers
    • 2. Promotion directors
  21. What did the elimination of duopoly rules and increases in the number of stations that one company could own change?
    1. It increased the power and authority of radio promotion managers.
  22. Can listeners perceptions of what a radio station represents be more significant than the reality of the stations programming?
    1. Yes,  listeners perceptions of what a radio station represents can be more significant than the reality of the stations programming
  23. What is the most powerful marketing channel available?
    1. Word of mouth
  24. What is positioning?
    1. How you determine the market/viewers who will be most accepting and interesting in your promotions as they reflect what they(market/viewers) alreaddy think and believe.
  25. What is the goal of positioning?
    1. To create a station image that in the audiences minds, matches their own self-image.
  26. What was Jessica an example of?
    1. Single listener
  27. True or False.

    In Marketing, perception is reality?
    1. True
  28. True or False?

    In radio, posistion is not all about understanding the competitive strengths and weaknesses in the market and using those to your advantage.
    1. False, in radio, posistion is all about understanding the competitive strengths and weaknesses in the market and using those to your advantage.
  29. What is a feature that sets a station apart from others.
    1. Unique selling point
  30. True or False.

    Promotion has to be matched to the audience's needs?
    True.
  31. What is the primary source of listening information for the radio industry ?
    1. Diaries
  32. Actual station listening that is unreported because of inacurate diary keeping, forgetfulness or uncertainty is called ________?
    1. Lost cume
  33. What is lost cume?
    1. Actual station listening that is unreported because of inacurate diary keeping, forgetfulness or uncertainty
  34. True or False.

    Occupying the position that is most compatible with the lifestly of your target auience is more important for ratings success than the influencing of actual listening behavior.
    1. True
  35. What does PPM stand for?
    1. Portable people meter
  36. How does the PPM work ?
    The meter tracks all of the subjects electronic media exposure by identifying codes embedded in the audio portion of a transmisson.
  37. What are three goals of  radio promotion directors?
    • 1. Acquisition
    • 2. Maintenance
    • 3. Recycling 
  38. ________ are Activities that bring in new listeners.
    1. Aquistion
  39. _________ promotion must encourage long periods of continued listening.
    1. Maintenance
  40. When listeners must be enticed to return at different times of the day it is called __________?
    1. Recycling
  41. What does TSL stand for?
    1. Time spent listening
  42. The overall (estimated) number of listerns for a radio station is called _________.
    1. Cume
  43. What is the best strategy for increasing ratings success?
    1. Increase the sampling of the station by nonlisteners
  44. True or False.

    One of the worst mistakes that a station can make is to heavily promote a bad product.
    1. True
  45. "I've got two free ticketes for the first person to call in "

    Is an example of a giveaway that is designed to appeal to _______  ________ listeners.
    1. Very light
  46. " You could win $1000 if you hear the following three songs played back-to-back anytime this month"

    Is an example of a giveaway that is designed to appeal to _______  ________ listeners.
    1. Very heavy
  47. Contests and giveaways designed to increase listening later in the day is called __________ __________.
    1. Vertical recycling
  48. Contests and giveaways designed to increase listening the next day is called __________ __________.
    1. Horizontal recycling
  49. True or False.

    Very few of a station's listeners actually participate in the station's contests or giveaways.
    1. True
  50. True or False.

    All contests and giveaways should be designed to be entertaining for nonparticipating listeners.
    1. True
  51. What does AQH stand for? and what is it?
    1. Averge quarter hour.

    It is the time period used by radio and TV to mesaure ratings.
  52. True or False.

    Ad budgets are typically reserved for acquistion strategies
    1. True, because they always require some promotional efforts outside the station's air.
  53. What are two options that radio stations have to increase the value or number or prizes?
    • 1. Sales promtion
    • 2. Pooling
  54. Whaat are the two main considerations when thinking about using a pooling contest?
    • 1. The terms of the contest
    • 2. The odds of winning the contest
  55. Items that are traded with local retailers in return for free mentions in the contest are called _________.
    1. Tradeouts

What would you like to do?

Home > Flashcards > Print Preview