Using Electronic Media: Television & Radio

Broadcast TV reaches its audience through wires, which may be strung from telephone poles or laid underground.

• True

• False

Analog technology can provide interactive video and data services that are not possible with digital television.

• True

• False

An advantage of broadcast television advertising is its low production cost and low airtime cost.

• True

• False

Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.

• True

• False

There is a finite limit to the number of advertising exposures people can absorb.

• True

• False

Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.

• True

• False

Television has been overtaken by radio as the medium to create awareness and image advertising.

• True

• False

Through its unique ability to deliver a creative big idea, television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

• True

• False

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

• True

• False

Cable networks tend to reach masses of American consumers representing a cross section of the population, while broadcast networks tend to reach more selective niches.

• True

• False