Question 1

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

Accepted Answer

A)  high costs for airtime 
B)  high costs for production of quality commercials 
C)  unlimited creative options for developing and presenting advertising messages 
D)  commercial clutter 
A)  high costs for airtime 
B)  high costs for production of quality commercials 
C)  unlimited creative options for developing and presenting advertising messages 
D)  commercial clutter

Question 2

While most network commercials are 30- or 15-second spots,direct-response advertisers often use these longer ads to describe their products and encourage viewers to order:

Accepted Answer

A)  late-night spot ads 
B)  B-to-C specialty ads 
C)  interstitials 
D)  infomercials 
A)  late-night spot ads 
B)  B-to-C specialty ads 
C)  interstitials 
D)  infomercials

Question 3

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

Accepted Answer

A)  network 
B)  affiliate 
C)  aggregated 
D)  spot 
A)  network 
B)  affiliate 
C)  aggregated 
D)  spot

Question 4

The traditional approach to sponsorship,with corporations being responsible for developing program content,has been updated,under the name:

Accepted Answer

A)  branded production 
B)  advertiser ownership 
C)  original content 
D)  branded entertainment 
A)  branded production 
B)  advertiser ownership 
C)  original content 
D)  branded entertainment

Question 5

Tom prerecords "CSI" which is shown on Wednesday nights on CTV,so he can fast forward through the commercials.Tom engages in:

Accepted Answer

A)  time shifting 
B)  zooming 
C)  zipping 
D)  zapping 
A)  time shifting 
B)  zooming 
C)  zipping 
D)  zapping

Question 6

Since firms that advertise during prime time must pay premium rates,this daypart tends to be dominated by:

Accepted Answer

A)  large national advertisers 
B)  government sponsored causes 
C)  late news and other network promotions 
D)  spot advertising purchased at the last minute 
A)  large national advertisers 
B)  government sponsored causes 
C)  late news and other network promotions 
D)  spot advertising purchased at the last minute

Question 7

Advertising rates on radio are negotiable,according to each of the following factors EXCEPT:

Accepted Answer

A)  competitive television rates 
B)  number of spots purchased 
C)  availability 
D)  level of audience selectivity required 
A)  competitive television rates 
B)  number of spots purchased 
C)  availability 
D)  level of audience selectivity required

Question 8

Compared to television,radio has:

Accepted Answer

A)  less segmentation opportunities 
B)  longer buyer lead times for preparing and placing ads 
C)  greater reach and lower frequency opportunities with individual stations 
D)  more of a local flavour 
A)  less segmentation opportunities 
B)  longer buyer lead times for preparing and placing ads 
C)  greater reach and lower frequency opportunities with individual stations 
D)  more of a local flavour

Question 9

This kind of branded content programming is moving toward:

Accepted Answer

A)  multi-brand participation 
B)  executive sponsorship 
C)  syndication 
D)  the Internet 
A)  multi-brand participation 
B)  executive sponsorship 
C)  syndication 
D)  the Internet

Question 10

All non-network television advertising done by a national advertiser is known as _____ advertising.

Accepted Answer

A)  up-front 
B)  spot 
C)  local 
D)  regional 
A)  up-front 
B)  spot 
C)  local 
D)  regional

Question 11

Morning,daytime,prime time,and late fringe are all examples of:

Accepted Answer

A)  television dayparts 
B)  radio dayparts 
C)  run-of-station spots 
D)  spot times 
A)  television dayparts 
B)  radio dayparts 
C)  run-of-station spots 
D)  spot times

Question 12

Most national advertisers:

Accepted Answer

A)  use only network advertising 
B)  prefer spot advertising because of lower rates, less clutter, and more flexibility 
C)  use both network and spot advertising and try to effectively combine the two 
D)  do not need to concern themselves with spot advertising 
A)  use only network advertising 
B)  prefer spot advertising because of lower rates, less clutter, and more flexibility 
C)  use both network and spot advertising and try to effectively combine the two 
D)  do not need to concern themselves with spot advertising

Question 13

The largest radio audiences occur during which of the following times?

Accepted Answer

A)  early morning and late afternoon drive times 
B)  early morning and late evening 
C)  daytime and evening drive time 
D)  evenings when people are at home 
A)  early morning and late afternoon drive times 
B)  early morning and late evening 
C)  daytime and evening drive time 
D)  evenings when people are at home

Question 14

Which of the following statements about the length of television commercials is true?

Accepted Answer

A)  Commercials have become longer as the demand for broadcast time has dwindled. 
B)  Commercial length is increasing and 60-second spots will become dominant by the end of the decade. 
C)  Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. 
D)  Fifteen-second commercials account for over half of the ads seen on network television. 
A)  Commercials have become longer as the demand for broadcast time has dwindled. 
B)  Commercial length is increasing and 60-second spots will become dominant by the end of the decade. 
C)  Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. 
D)  Fifteen-second commercials account for over half of the ads seen on network television.

Question 15

The television daypart that attracts the largest viewing audience is:

Accepted Answer

A)  daytime 
B)  prime-time 
C)  late news 
D)  prime-time access 
A)  daytime 
B)  prime-time 
C)  late news 
D)  prime-time access

Question 16

Which of the following is NOT a benefit of advertising on specialty networks?

Accepted Answer

A)  no large up-front commitment is necessary 
B)  lower overall advertising rates 
C)  consumer popularity enhances viewership numbers 
D)  mass appeal of specialty programming fits shotgun approach to reach objectives 
A)  no large up-front commitment is necessary 
B)  lower overall advertising rates 
C)  consumer popularity enhances viewership numbers 
D)  mass appeal of specialty programming fits shotgun approach to reach objectives

Question 17

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing to avoid commercials.

Accepted Answer

A)  Zipping; zapping 
B)  Zapping; zooming 
C)  Zipping; time shifting 
D)  Time shifting; zipping 
A)  Zipping; zapping 
B)  Zapping; zooming 
C)  Zipping; time shifting 
D)  Time shifting; zipping

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

While most network commercials are 30- or 15-second spots,direct-response advertisers often use these longer ads to describe their products and encourage viewers to order:

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

The traditional approach to sponsorship,with corporations being responsible for developing program content,has been updated,under the name:

Tom prerecords "CSI" which is shown on Wednesday nights on CTV,so he can fast forward through the commercials.Tom engages in:

Since firms that advertise during prime time must pay premium rates,this daypart tends to be dominated by:

Advertising rates on radio are negotiable,according to each of the following factors EXCEPT:

Compared to television,radio has:

This kind of branded content programming is moving toward:

All non-network television advertising done by a national advertiser is known as _____ advertising.

Morning,daytime,prime time,and late fringe are all examples of:

Most national advertisers:

The largest radio audiences occur during which of the following times?

Which of the following statements about the length of television commercials is true?

The television daypart that attracts the largest viewing audience is:

Which of the following is NOT a benefit of advertising on specialty networks?

_ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _ refers to channel changing to avoid commercials.

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 is NOT a limitation associated with the use of television as an advertising medium?

While most network commercials are 30- or 15-second spots,direct-response advertisers often use these longer ads to describe their products and encourage viewers to order:

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

The traditional approach to sponsorship,with corporations being responsible for developing program content,has been updated,under the name:

Tom prerecords "CSI" which is shown on Wednesday nights on CTV,so he can fast forward through the commercials.Tom engages in:

Since firms that advertise during prime time must pay premium rates,this daypart tends to be dominated by:

Advertising rates on radio are negotiable,according to each of the following factors EXCEPT:

Compared to television,radio has:

This kind of branded content programming is moving toward:

All non-network television advertising done by a national advertiser is known as _____ advertising.

Morning,daytime,prime time,and late fringe are all examples of:

Most national advertisers:

The largest radio audiences occur during which of the following times?

Which of the following statements about the length of television commercials is true?

The television daypart that attracts the largest viewing audience is:

Which of the following is NOT a benefit of advertising on specialty networks?

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing to avoid commercials.

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

_ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _ refers to channel changing to avoid commercials.