Chapter 4 Answers

Activity 4 ~ Page 90
2. options probably means choices
3. segments probably means parts of the whole
4a. assessed probably means figured out
4b. expenses probably means costs
5. negotiated probably means agreed on; settled
6. cooperative probably means sharing
7. disposable probably means extra money to spend
8. comprise probably means make up; consist of

Activity 5 ~ Page 91
1. dispose [2-2]
2. advertise [3-1]
3. strategic [3-1]
4. popularity [5-3]
5. cooperate [4-2]
6. cooperation [5-4]
7. conserve [2-2]
8. conservation [4-2]
9. negotiate [4-2]
10. option [2-1]
11. comprise [2-2]
12. estimate [3-1]

Activity 7 ~ Pages 94-95
Activity 7: Organizing information with signal words of classification, pages 94-95
Answers will vary; sample answers follow.

1. Commer. lengths:
a. 30-sec.
b. 60-sec.
c. 90-sec.

2. non-prog. mat.
a) commercials
b) public serv. anncemnts
c) promotional public serv. anncements (PSA)
d) station IDs

3. Viewer behav. (due to increased channels)
a. Zapping (during comm. or slow moment)
b. Zipping (fast forward w/ a pre-recorded program)
c. Surfing (finding sth interesting)

4. Major Netwrks
a. ABC
b. CBS
c. NBC
d. Fox
e. UPN
f. WB

Activities 8 ~ Page 97
Activity 8: Recognizing reference strategies in lectures, page 97
2. They=advertisers
3. It=magazine format
4. These=DMAs
5. This=helping local dealers pay for commercial time
6. The first, the second, the last=nonprogram material

Activity 9: Connecting ideas to the lecture, page 97
Answers may vary prior to the lecture; don’t forget to re-check your answers following the lecture.

1. False (30 seconds)
2. False (25% of programming is commercials)
3. True
4. False (fringe time)
5. True
6. False (this group spends more money than other demographic groups)