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

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

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

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.

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

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.

When companies sponsor programs, the public more readily identifies with the product(s) due to the prestige of sponsoring first-rate entertainment.

National spot announcements are less expensive than participations and more flexible than network advertising.

Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.

As audiences fragment, network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.

First-run syndication are first-run programs offered free or for a reduced rate, but with some of the ad space (usually 50 percent) presold to national advertisers.

Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.

The percentage of homes in a given area with sets in use tuned to a specific program is expressed as households using TV.

Ratings measure the audience as a percentage of all TV households in the area, whether the TV sets are on or off.

Using infomercials, brand managers may be able to gain a competitive advantage by going where the competition is not.

Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.

Spot radio offers national advertisers a limited choice of markets, station, airtime, and copy.

National radio networks provide national and regional advertisers with simple administration and low effective net cost per station.

_____ TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Which of the following is an advantage that broadcast television provides to its advertisers?

As an advertising medium, one of the disadvantages of broadcast television is: