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Advertising in Radio has been relatively stable

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Advertising in Radio has been relatively stable [#permalink] New post 07 Aug 2013, 13:31
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Advertising in radio has been relatively stable over the past 30 years. The radio ads that air today are remarkably similar to those aired 30 years ago. Most ads are either a 30- second presentation focusing on services and companies or an endorsement by a radio personality. These ads have been quite successful. However, the ever-changing dynamics of internet radio pose new challenges to companies wishing to advertise on the radio. Those advertisers are being forced to adapt their technique and methods on a regular basis to adapt to new forms of internet radio.

For instance, when radio stations stream their content onto the internet some ads must be stripped out for legal reasons. Advertisements featuring radio personalities often have to be removed because there is no arrangement to pay for the rights of on-air talent, writers and producers. This commonly used advertising type, featuring a trusted personality endorsing a product of service, will not be heard by the listeners who choose to listen on internet radio. Thus, advertisers have to consider the benefits of producing these types of ads in the new environment.

RightSpot, the leading advertising agency in internet radio suggests that new radio advertising be geared to the internet format, which allows for more specialization and opens a market for small local business. RightSpot is a service that will let advertisers of any size create commercials for their desired audience and purchase ads that will be placed into the streamed audio, doing away with the need for radio executives to visit clients and choose correct placement. Rightspot will allow clients to define and locate their audience using sophisticated demographic data or geographic information. Using this new technology, advertisers could decide to focus their ads to appeal to the type of person they expect to use their goods and services. For instance, a chocolate company could indicate that it wanted it’s add placed after love songs to increase the likelihood that listeners would desire it’s products. Local companies could tailor their ads to play only in the local demographic while global companies could advertise in all markets.

RightSpot and similar agencies are working to turn a nascent field into a viable business that benefits advertisers of any size. They expect the percentage of internet radio listeners to increase from 24 percent of listeners in 2006 to 50 percent in 2010. This increase will further add to the necessity for radio advertisers to change methodologies. Those that embrace the changes will certainly see positive results.

The Primary purpose of the article is to

A) Demonstrate why radio ads featuring an on-air personality are no longer effective.
B) Suggest that radio advertisers use RightSpot to craft new advertising strategies geared toward internet radio.
C) Describe changes in radio formats and their effect on radio advertisers
D) Describe how radio advertising has remained relatively stable for the past 30 years.
E) Describe the ways in which Right Spot and similar agencies are turning a nascent field into a viable business.
[Reveal] Spoiler:
C


The author implies that all of the following are changes internet radio is causing in the industry EXCEPT

A) Advertisements featuring radio personalities must are always removed because there is no arrangement to pay for the rights of on-air talent.
B) Radio ads from 30 years ago are similar to those aired today
C) Internet radio allows advertisers to use demographics to focus their advertisements on their target audience.
D) The percentage of internet radio listeners is expected to more than double from 2006 to 2010
E) Internet radio does not contain all of the same advertisements that are in the same non-internet broadcast.

[Reveal] Spoiler:
A


According to the article, RightSpot believes internet radio provides new opportunities for
A) On-Air personalities
B) Internet radio companies
C) Small local businesses
D) Advertising agencies
E) Radio executives

[Reveal] Spoiler:
C

The tone of the author towards advertising opportunities in internet radio can best be described as
A) Distrustful
B) Frustrated
C) Enthusiastic
D) Disinterested
E) Fervent
[Reveal] Spoiler:
C


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Re: Advertising in Radio has been relatively stable [#permalink] New post 07 Aug 2013, 17:02
I appreciate your effort for posting this RC.

Nice and Interesting stuff.

easy to undersatnd.

questions were preety straightforward.

reading time : 0348 overall time :0739

expecting some more RCs from You(fresh meat)

regards

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Re: Advertising in Radio has been relatively stable [#permalink] New post 08 Aug 2013, 19:50
My answers:

C, A, C, C.

Hope to see the OA.
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Re: Advertising in Radio has been relatively stable [#permalink] New post 10 Aug 2013, 10:53
Can you please explain why A for q2 ... it is clearly mentioned as a change here For instance, when radio stations stream their content onto the internet some ads must be stripped out for legal reasons. Advertisements featuring radio personalities often have to be removed because there is no arrangement to pay for the rights of on-air talent, writers and producers.
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Re: Advertising in Radio has been relatively stable [#permalink] New post 10 Aug 2013, 20:01
All the others one were pretty easy, apart from q2. q2 says
The author implies that all of the following are changes internet radio is causing in the industry EXCEPT
Option B is not caused by internet radio.
Please explain.
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Re: Advertising in Radio has been relatively stable [#permalink] New post 11 Aug 2013, 09:34
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roopika2990 wrote:
Can you please explain why A for q2 ... it is clearly mentioned as a change here For instance, when radio stations stream their content onto the internet some ads must be stripped out for legal reasons. Advertisements featuring radio personalities often have to be removed because there is no arrangement to pay for the rights of on-air talent, writers and producers.


Because "often have to be done" is not the same with "MUST be done". The fist means in most cases, while the second one means always. This kind of trap is quite often used in GMAT.
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Re: Advertising in Radio has been relatively stable [#permalink] New post 11 Aug 2013, 15:16
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Dmitriy wrote:
roopika2990 wrote:
Can you please explain why A for q2 ... it is clearly mentioned as a change here For instance, when radio stations stream their content onto the internet some ads must be stripped out for legal reasons. Advertisements featuring radio personalities often have to be removed because there is no arrangement to pay for the rights of on-air talent, writers and producers.


Because "often have to be done" is not the same with "MUST be done". The fist means in most cases, while the second one means always. This kind of trap is quite often used in GMAT.


Exactly - watch for the difference in language. The passage says that it is often removed but the answer choice says it must be removed. The adding of extreme language is a trap.

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Re: Advertising in Radio has been relatively stable [#permalink] New post 12 Aug 2013, 09:16
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aryabhatta wrote:
All the others one were pretty easy, apart from q2. q2 says
The author implies that all of the following are changes internet radio is causing in the industry EXCEPT
Option B is not caused by internet radio.
Please explain.

As I understood the question we should eliminate all reasons that changed the industry. Fot instance, lets look on D. The growing number of users is not caused by the internet radio, but obviously it is the reason of changes. B plays the same role. The industry had not been changed and was outdated; therefore, it had to be changed for needs of the internet marketing.

In contrast, "A" gives us the reason not mentioned in the article. So A.
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Re: Advertising in Radio has been relatively stable [#permalink] New post 15 Aug 2013, 08:39
Dmitriy wrote:
aryabhatta wrote:
All the others one were pretty easy, apart from q2. q2 says
The author implies that all of the following are changes internet radio is causing in the industry EXCEPT
Option B is not caused by internet radio.
Please explain.

As I understood the question we should eliminate all reasons that changed the industry. Fot instance, lets look on D. The growing number of users is not caused by the internet radio, but obviously it is the reason of changes. B plays the same role. The industry had not been changed and was outdated; therefore, it had to be changed for needs of the internet marketing.

In contrast, "A" gives us the reason not mentioned in the article. So A.



But doesnt the language mean that ...the changes internet radio are causing....
A may b extreme but is still relevant
B is something IR has no effect on
D may be thought of as ...the features are causing the viwershi to increase as in ..its the effect of the good things abt IR

B still seem the right answer may b i understood something incorectly lease explain
:) :) :) :)
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Re: Advertising in Radio has been relatively stable [#permalink] New post 16 Aug 2013, 03:14
therock99 wrote:
Dmitriy wrote:
aryabhatta wrote:
All the others one were pretty easy, apart from q2. q2 says
The author implies that all of the following are changes internet radio is causing in the industry EXCEPT
Option B is not caused by internet radio.
Please explain.

As I understood the question we should eliminate all reasons that changed the industry. Fot instance, lets look on D. The growing number of users is not caused by the internet radio, but obviously it is the reason of changes. B plays the same role. The industry had not been changed and was outdated; therefore, it had to be changed for needs of the internet marketing.

In contrast, "A" gives us the reason not mentioned in the article. So A.



But doesnt the language mean that ...the changes internet radio are causing....
A may b extreme but is still relevant
B is something IR has no effect on
D may be thought of as ...the features are causing the viwershi to increase as in ..its the effect of the good things abt IR

B still seem the right answer may b i understood something incorectly lease explain
:) :) :) :)


I second this as well... B is the lesser of two evils but i do believe the chances of finding such ambiguity in the answer choices on GMAT is very unlikely.

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Re: Advertising in Radio has been relatively stable [#permalink] New post 12 Mar 2014, 10:21
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Re: Advertising in Radio has been relatively stable [#permalink] New post 15 Mar 2014, 15:50
But doesnt the language mean that ...the changes internet radio are causing....
A may b extreme but is still relevant
B is something IR has no effect on
D may be thought of as ...the features are causing the viwershi to increase as in ..its the effect of the good things abt IR

B still seem the right answer may b i understood something incorectly lease explain
:) :) :) :)[/quote]

I second this as well... B is the lesser of two evils but i do believe the chances of finding such ambiguity in the answer choices on GMAT is very unlikely.[/quote]

I have similar feeling. i went with B and it seems like the right answer
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Re: Advertising in Radio has been relatively stable [#permalink] New post 06 Jul 2014, 13:02
11:32 min.
All correct. Passage was quite straightforward, but I spent much time on grasping every word.
It can be solved within 6-9min.

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Re: Advertising in Radio has been relatively stable   [#permalink] 06 Jul 2014, 13:02
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