Deck 11: Broadcast Media

Question 1

This kind of branded content programming is moving toward:

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

Answer 1

D

Question 2

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

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

Answer 2

D

Question 3

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

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

Answer 3

C

Question 4

One of the biggest threats to the cable television industry in the 1990s was:

A) competition from direct broadcast satellite (DBS) services
B) the creation of consortiums of advertisers for the purpose of improving network television
C) the exponential growth of the use of PVRs
D) CRTC rulings on lengths and commercial placements

Question 5

_____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers.

A) Network advertising
B) Spot advertising
C) Regional advertising
D) Syndication

Question 6

A network assembles a series of ______ local TV stations,to which it supplies programming and services.

A) remote
B) affiliated
C) hostile
D) successful

Question 7

Which of the following statements about spot advertising is true?

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 8

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

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 9

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

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

Question 10

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

A) allows companies to capitalize on the prestige of a high-quality program
B) is relatively inexpensive
C) means the advertiser can run more commercials per hour since time regulations do not apply
D) broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots

Question 11

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

Question 12

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

A) Station managers
B) Affiliates
C) Negotiators
D) Station reps

Question 13

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.

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

Question 14

Most national advertisers:

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 15

With ____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

A) sponsorships
B) adjacencies
C) syndications
D) countertrades

Question 16

The proliferation of specialty channels has influenced the nature of TV as an advertising medium.Expanded viewing options have led to considerable audience ______.

A) hostility
B) fragmentation
C) happiness
D) confusion

Question 17

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

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

Question 18

In the early days of television,the production and content of most television programs was the responsibility of:

A) the networks
B) the local affiliate
C) corporations who sponsored the shows
D) independent production companies

Question 19

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

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

Question 20

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

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

Question 21

Which of the following statements about program ratings and share of audience measures is true?

A) Program ratings are always higher than share of audience.
B) Program ratings and share of audience are usually the same.
C) Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D) Unlike share of audience measures, program ratings consider variation in the number of sets in use since they are based only on those households that have their sets in use.

Question 22

Television can offer advertisers selective coverage of target audiences through:

A) program content with broad audience appeal
B) broadcast time periods that reach specific types of audiences
C) national networks which reach groups with general interests
D) volume buying

Question 23

_____ is defined as one percent of all the television households in a particular area tuned to a specific program.

A) Share of audience
B) Household using television (HUT)
C) A program rating
D) A ratings point

Question 24

_____ are the various time periods or segments into which a broadcast day is divided.

A) Adjacencies
B) Dayparts
C) Spots
D) Viewing hours

Question 25

Daytime TV generally attracts:

A) children
B) women
C) young adults
D) empty nesters

Question 26

Which television daypart has the highest rates?

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

Question 27

Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the _____ daypart.

A) prime-time access
B) prime-time
C) late fringe
D) evening

Question 28

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

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 29

Which of the following is NOT an advantage of television as an advertising medium?

A) the creative options available
B) its mass coverage and cost effectiveness for reaching large markets
C) the intrusive nature of television, which imposes advertising on viewers while watching their favourite programs
D) its processing time

Question 30

There are approximately 6 million television households in Canada.During a "Hockey Night in Canada" broadcast,50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens versus the Toronto Maple Leafs hockey game on CBC.The share of audience for the game would be:

A) 23
B) 33
C) 43
D) cannot be determined from information given

Question 31

A toy company runs commercials for its products on the Sponge Bob Square Pants show on Saturday mornings because Saturday morning TV caters to kids.This is an example of how _____ is possible through television.

A) geographic diversity
B) selectivity
C) product exclusivity
D) creativity

Question 32

The _____ is an electronic device used in television audience measurement to record what program is being watched and by whom.

A) people meter
B) audimeter
C) CATV
D) video monitor

Question 33

Advertisers who want the ability to demonstrate how their product operates and actually show its uses are likely to choose:

A) radio
B) television
C) direct mail
D) magazines

Question 34

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

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

Question 35

In Canada,television audiences are measured by:

A) CCAB and ABC
B) BBC Canada and Reuters
C) BBM Canada
D) CCAB and Reuters

Question 36

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

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

Question 37

The television daypart that attracts the largest viewing audience is:

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

Question 38

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

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

Question 39

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:

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

Question 40

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

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

Question 41

Each of the following is a benefit of buying network radio time EXCEPT:

A) it reduces advertisers' flexibility in selecting stations
B) minimized negotiation and administration work required
C) lower costs
D) opportunities for national and regional coverage

Question 42

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

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

Question 43

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,the amount of ______ time must be considered.

A) processing
B) emotive
C) creative
D) selective

Question 44

Advertisers can inhibit consumers' zapping commercials by:

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 45

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:

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

Question 46

Saturday morning television programming consists largely of cartoons that are watched by children,while sports programming that is watched mostly by young men is prevalent on Saturday and Sunday afternoons.These are examples of ways television offers:

A) geographic selectivity
B) market penetration
C) ways of breaking through advertising clutter
D) scheduling flexibility

Question 47

Research has shown that the demographic group that engages in the highest level of commercial zapping is:

A) older adults
B) preteens
C) young adult females
D) young adult males

Question 48

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

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 49

A study by Forrester Research suggests that TV watchers watch ___ percent of their viewing from prerecorded programming and skip about ____ percent of the ads.

A) 10; 50
B) 40; 50
C) 50; 50
D) 60; 90

Question 50

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

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 51

TV viewing is thriving for several reasons EXCEPT:

A) current TV shows are very good, as evidenced by how many people want to watch them online.
B) watching sports on TV is better than watching it live because you have the added benefit of TV announcers calling the plays.
C) people have no awareness of TV shows until they are on TV first.
D) online content is not even in the same league as first-run TV content.

Question 52

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.

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

Question 53

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

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

Question 54

Tom likes to watch WWE wrestling on TSN and the police car chase videos on Fox.Both shows are on Friday night at the same time.When commercials start on one of the shows,he immediately switches to the other.Tom is engaged in:

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

Question 55

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

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 56

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

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

Question 57

Which of the following statements about commercial length is true?

A) Fifteen-second spots are the most common commercial lengths.
B) Spiralling media costs have resulted in advertisers preferring shorter commercials.
C) Most advertisers believe that shorter commercials cannot deliver a message as effectively as longer commercials.
D) Fifteen-second spots typically sell for about the same amount as 30-second spots.

Question 58

Which of the following factors make it difficult for companies with small advertising budgets to use television as part of their media mix?

A) the fact that television programs do not reach their target markets
B) the fact that small ad agencies generally do not know how to produce TV commercials
C) the high costs of producing and airing television commercials
D) the limited creative options available through television

Question 59

Radio survived as an advertising medium by:

A) competing directly with television
B) evolving into a national advertising medium
C) evolving into a primarily local advertising medium
D) charging higher rates than television

Question 60

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

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 61

_____ is just as much a problem with radio as with other advertising media,because radio stations can play as many minutes of advertising as they like.

A) Clutter
B) Cost
C) Flexibility
D) Geographic selectivity

Question 62

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.

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

Question 63

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

A) creativity
B) reach and frequency
C) inherent drama
D) audience selectivity

Question 64

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

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

Question 65

BBM Canada provides information on radio listenership using a _____ method.

A) people meter
B) people meter method and a diary
C) computer
D) telephone feedback

Question 66

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

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 67

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area.Which of the following would you recommend?

A) network television
B) network radio
C) superstations
D) local radio

Question 68

The heaviest users of radio as an advertising medium are:

A) national service providers
B) local advertisers
C) national retail chains
D) tobacco and alcohol advertisers

Question 69

Radio is a very effective medium for reaching all of the following EXCEPT:

A) teenagers and university students
B) non-English-speaking ethnic groups
C) infrequent television viewers
D) frequent readers of magazines and newspapers

Question 70

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

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 71

Compared to television,radio has:

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 72

Which of the following does NOT limit radio's effectiveness as an advertising medium?

A) limited research data on listening audiences
B) difficulty in retaining listener attention to commercials
C) creative limitations because of the absence of a visual image
D) flexibility in producing and scheduling commercials

Question 73

Why do advertisers use the image transfer process in radio advertising?

A) to take advantage of vivid musical messages to create images in the mind of radio listeners
B) to make radio and TV commercials work together
C) to transfer the image created by a radio commercial to the point-of purchase
D) to create brand loyalty through the use of multi-sensory imaging

Question 74

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

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

Question 75

Radio offers high levels of audience selectivity because of:

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 76

When the images of a television commercial are implanted into a radio spot this is known as:

A) positioning
B) image transfer
C) visualization
D) narrowcasting

Question 77

______ are less likely to be heavy users local radio advertising.

A) Grocery manufacturers
B) Auto dealers
C) Local retailers
D) Restaurants
E) Financial institutions