Question 1

Which of the following statements about spot advertising is true?

Accepted Answer

A)  Spot advertising offers flexibility in adjusting to local market conditions. 
B)  Spot advertising is confined to station breaks between programs on network originated shows. 
C)  Spot advertising is subject to less clutter than network advertising. 
D)  Only local advertisers use spot advertising. 
A)  Spot advertising offers flexibility in adjusting to local market conditions. 
B)  Spot advertising is confined to station breaks between programs on network originated shows. 
C)  Spot advertising is subject to less clutter than network advertising. 
D)  Only local advertisers use spot advertising.

Question 2

Which of the following is NOT a reason why national advertisers might use spot television advertising?

Accepted Answer

A)  concentrate advertising in areas where market potential is the greatest 
B)  concentrate advertising in areas where more ad support is needed 
C)  offer support and cooperative advertising to local dealers and retailers 
D)  advertise a product with wide-spread distribution 
A)  concentrate advertising in areas where market potential is the greatest 
B)  concentrate advertising in areas where more ad support is needed 
C)  offer support and cooperative advertising to local dealers and retailers 
D)  advertise a product with wide-spread distribution

Question 3

Which television daypart has the highest rates?

Accepted Answer

A)  morning 
B)  prime-time 
C)  late news 
D)  late fringe 
A)  morning 
B)  prime-time 
C)  late news 
D)  late fringe

Question 4

Which of the following statements about radio as an advertising medium is NOT true?

Accepted Answer

A)  Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. 
B)  Radio has evolved into primarily a local advertising medium. 
C)  A radio commercial is ideal for long copy when detailed information is called for. 
D)  Radio is a high cost medium relative to TV. 
A)  Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. 
B)  Radio has evolved into primarily a local advertising medium. 
C)  A radio commercial is ideal for long copy when detailed information is called for. 
D)  Radio is a high cost medium relative to TV.

Question 5

Which of the following is NOT a distinctive benefit of the new portable people meter used by the Bureau of Broadcast Measurement of Canada?

Accepted Answer

A)  the person does not interact with the device while measurement occurs 
B)  individual level of measurement 
C)  measures exposure to recorded programming from any technology 
D)  household level of measurement 
A)  the person does not interact with the device while measurement occurs 
B)  individual level of measurement 
C)  measures exposure to recorded programming from any technology 
D)  household level of measurement

Question 6

The amount of money that a station can charge for commercial time is based on:

Accepted Answer

A)  daytime viewership 
B)  prime-time viewership 
C)  program ratings 
D)  pre-negotiated purchases 
A)  daytime viewership 
B)  prime-time viewership 
C)  program ratings 
D)  pre-negotiated purchases

Question 7

Advertisers can inhibit consumers' zapping commercials by:

Accepted Answer

A)  lobbying to have remote control devices banned 
B)  producing creative commercials that are meaningful to consumers and that attract and hold their attention 
C)  devising shorter commercial formats 
D)  advertising more on cable television 
A)  lobbying to have remote control devices banned 
B)  producing creative commercials that are meaningful to consumers and that attract and hold their attention 
C)  devising shorter commercial formats 
D)  advertising more on cable television

Question 8

The reason for a company using ______ is that the company has control over the number,placement,and content of its commercials.

Accepted Answer

A)  participation 
B)  sponsorship 
C)  syndication 
D)  countertrade 
A)  participation 
B)  sponsorship 
C)  syndication 
D)  countertrade

Question 9

According to BBM Canada,what is the main type of activity people are usually involved in while listening to radio?

Accepted Answer

A)  commuting to work/school 
B)  shopping/running errands 
C)  relaxing at home 
D)  at work 
A)  commuting to work/school 
B)  shopping/running errands 
C)  relaxing at home 
D)  at work

Question 10

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Accepted Answer

A)  average quarter-hour figure 
B)  cumulative audience 
C)  average quarter-hour rating 
D)  relative quarter hour share 
A)  average quarter-hour figure 
B)  cumulative audience 
C)  average quarter-hour rating 
D)  relative quarter hour share

Question 11

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Accepted Answer

A)  has such a low absolute cost 
B)  is very easy to develop creative television advertising 
C)  has a high level of geographic selectivity 
D)  has the ability to reach large audiences in a relatively cost efficient manner 
A)  has such a low absolute cost 
B)  is very easy to develop creative television advertising 
C)  has a high level of geographic selectivity 
D)  has the ability to reach large audiences in a relatively cost efficient manner

Question 12

A device worn by individuals that records a silent signal emitted from programming is called a(n):

Accepted Answer

A)  electronic diary 
B)  media exposure device 
C)  portable people meter 
D)  prime-time access device 
A)  electronic diary 
B)  media exposure device 
C)  portable people meter 
D)  prime-time access device

Question 13

CFTO in Toronto and CFCF in Montreal show CTV programming.These local television stations that are associated with national television networks are known as:

Accepted Answer

A)  satellite networks 
B)  local nets 
C)  affiliates 
D)  regional networks 
A)  satellite networks 
B)  local nets 
C)  affiliates 
D)  regional networks

Question 14

A tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Accepted Answer

A)  increase the number of commercials during a break 
B)  shorten the commercial breaks 
C)  show previews of the next week's program 
D)  change the standard commercial format to 10-seconds 
A)  increase the number of commercials during a break 
B)  shorten the commercial breaks 
C)  show previews of the next week's program 
D)  change the standard commercial format to 10-seconds

Question 15

Radio offers high levels of audience selectivity because of:

Accepted Answer

A)  the wide variety of program formats offered by different stations. 
B)  the broadcast overlap of local radio stations. 
C)  the transmission capability of the various stations. 
D)  image transfer capabilities. 
A)  the wide variety of program formats offered by different stations. 
B)  the broadcast overlap of local radio stations. 
C)  the transmission capability of the various stations. 
D)  image transfer capabilities.

Question 16

While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

Accepted Answer

A)  the limited viewer attention for commercials 
B)  message source alienation 
C)  the fleeting nature of television commercials 
D)  clutter 
A)  the limited viewer attention for commercials 
B)  message source alienation 
C)  the fleeting nature of television commercials 
D)  clutter

Question 17

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________,allowing consumers access to similar extensive channel choices.

Accepted Answer

A)  public broadcasters 
B)  advertising consortiums 
C)  digital cable 
D)  CRTC guidelines around competition between telco providers 
A)  public broadcasters 
B)  advertising consortiums 
C)  digital cable 
D)  CRTC guidelines around competition between telco providers

Question 18

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

Accepted Answer

A)  up-front 
B)  continual 
C)  scatter 
D)  local 
A)  up-front 
B)  continual 
C)  scatter 
D)  local

Question 19

The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it.

Accepted Answer

A)  radio 
B)  television 
C)  newspapers 
D)  direct response 
A)  radio 
B)  television 
C)  newspapers 
D)  direct response

Question 20

Studies show that distrust is generally the highest for which of the following types of advertising?

Accepted Answer

A)  personal selling 
B)  newspapers 
C)  television 
D)  magazines 
A)  personal selling 
B)  newspapers 
C)  television 
D)  magazines

Which of the following statements about spot advertising is true?

Which of the following is NOT a reason why national advertisers might use spot television advertising?

Which television daypart has the highest rates?

Which of the following statements about radio as an advertising medium is NOT true?

Which of the following is NOT a distinctive benefit of the new portable people meter used by the Bureau of Broadcast Measurement of Canada?

The amount of money that a station can charge for commercial time is based on:

Advertisers can inhibit consumers' zapping commercials by:

The reason for a company using ______ is that the company has control over the number,placement,and content of its commercials.

According to BBM Canada,what is the main type of activity people are usually involved in while listening to radio?

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A device worn by individuals that records a silent signal emitted from programming is called a(n):

CFTO in Toronto and CFCF in Montreal show CTV programming.These local television stations that are associated with national television networks are known as:

A tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Radio offers high levels of audience selectivity because of:

While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________,allowing consumers access to similar extensive channel choices.

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it.

Studies show that distrust is generally the highest for which of the following types of advertising?

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 11: Broadcast Media

Which of the following statements about spot advertising is true?

Which of the following is NOT a reason why national advertisers might use spot television advertising?

Which television daypart has the highest rates?

Which of the following statements about radio as an advertising medium is NOT true?

Which of the following is NOT a distinctive benefit of the new portable people meter used by the Bureau of Broadcast Measurement of Canada?

The amount of money that a station can charge for commercial time is based on:

Advertisers can inhibit consumers' zapping commercials by:

The reason for a company using ______ is that the company has control over the number,placement,and content of its commercials.

According to BBM Canada,what is the main type of activity people are usually involved in while listening to radio?

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A device worn by individuals that records a silent signal emitted from programming is called a(n):

CFTO in Toronto and CFCF in Montreal show CTV programming.These local television stations that are associated with national television networks are known as:

A tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Radio offers high levels of audience selectivity because of:

While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________,allowing consumers access to similar extensive channel choices.

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

The pervasiveness and intrusive nature of ____ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it.

Studies show that distrust is generally the highest for which of the following types of advertising?

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters