SHORT ANSWER EXAMPLE Q (NOTE: Be prepared to answer short answer Qs in around 200-250 words; MAX 500 words each.

Quality of response will be more important than quantity of words used): The American Association of Television Broadcasters (AATB) is extremely concerned about the growing practice of consumer "zipping", which is what happens when TV viewers watch regular broadcast programs they have recorded on their DVRs, skipping through the commercials using the "cue" function to rapidly advance the recording. When this occurs, a 30-second commercial is seen in about 3 seconds, without any sound. Surveys show that the percentage of households viewing regular broadcast programs which have been recorded, instead of watching them as they are telecast at their normally scheduled times, has increased from 11% to 37% in the last 5 years. As you would surmise, this practice threatens the viability of selling both network and spot TV advertising. As an advertising specialist aimed at countering the problems due to zipping, apply some of the concepts/tools learned in this course to suggest specific steps would you recommend for

A) The networks take in this situation? And,

B) The Kellogg Company, a major television advertiser, to take in this situation?