1. As noted in the text, like empty seats on a departing airplane, television time is ________________.

   		Responsive
   		Perishable
   		Segmented
   		Marketable

2. An arrangement under which the radio station runs commercial messages, at its own discretion, in return for remuneration from a direct response advertiser for each sale or inquiry produced is referred to as __________.

   		Response rate
   		Per inquiry
   		Station commercialization
   		Discretion advertising