Question 1

In contrast to network and selective spot advertising, local advertising is

Accepted Answer

A)  non-commissionable 
B)  not available in prime time 
C)  not prone to clutter 
D)  only purchased by agencies 
E)  more expensive to produce 
A)  non-commissionable 
B)  not available in prime time 
C)  not prone to clutter 
D)  only purchased by agencies 
E)  more expensive to produce A

Question 2

An audio recording posted online is called

Accepted Answer

A)  a podcast 
B)  internet radio 
C)  product placement 
D)  grid card 
E)  digital radio 
A)  a podcast 
B)  internet radio 
C)  product placement 
D)  grid card 
E)  digital radio A

Question 3

What changes to the landscape of the Canadian television industry signal the potential loss of advertising revenues in the future?

Accepted Answer

Several trends are converging on the industry: consumers' fascination with the internet has created opportunities for alternative forms of broadcasting shows; emerging technologies in the form of the PVR (personal video recorder) allow viewers to record shows and edit out commercials automatically; and mobile technologies such as smartphones, iPods, and other portable music/video players are extremely popular with younger targets-the more time they spend with these devices, the less time they spend watching television.

Question 4

The percentage of Canadians living in households equipped with cable or satellite is

Accepted Answer

A)  78% 
B)  65% 
C)  50% 
D)  99% 
E)  90% 
A)  78% 
B)  65% 
C)  50% 
D)  99% 
E)  90%

Question 5

Explain how advertisers can use media optimizers to buy time on television more efficiently.

Accepted Answer

An optimizer is a software program that

Question 6

Networks and stations offer package plans in order to sell

Accepted Answer

A)  advertising on U.S. channels 
B)  popular television series 
C)  billboards 
D)  fringe or daytime spots 
E)  prime time spots 
A)  advertising on U.S. channels 
B)  popular television series 
C)  billboards 
D)  fringe or daytime spots 
E)  prime time spots

Question 7

On a daily basis, radio reaches what percentage of adults?

Accepted Answer

A)  89 
B)  10 
C)  74 
D)  98 
E)  66 
A)  89 
B)  10 
C)  74 
D)  98 
E)  66

Question 8

Television advertising involves relatively low production costs.

Accepted Answer

A) True 
 B)False

Question 9

Which device allows viewers to edit out commercials?

Accepted Answer

A)  live television 
B)  smartphones 
C)  internet 
D)  personal video recorders 
E)  live radio 
A)  live television 
B)  smartphones 
C)  internet 
D)  personal video recorders 
E)  live radio

Question 10

Audience fragmentation is the result of several factors, including

Accepted Answer

A)  increased magazine readership 
B)  new digital channels 
C)  the lack of specialty networks 
D)  text-messaging 
E)  MP3 players 
A)  increased magazine readership 
B)  new digital channels 
C)  the lack of specialty networks 
D)  text-messaging 
E)  MP3 players

Question 11

A multitude of specialty networks is available to viewers. Some of the more popular include

Accepted Answer

A)  TSN 
B)  CBC North 
C)  Global TV 
D)  CTV Ontario 
E)  Pay-Per-View 
A)  TSN 
B)  CBC North 
C)  Global TV 
D)  CTV Ontario 
E)  Pay-Per-View

Question 12

Many advertisers are reallocating media budgets in accordance with the latest trends. Traditional TV advertisers have reduced their presence on conventional television in favour of

Accepted Answer

A)  magazines 
B)  radio 
C)  newspaper 
D)  national spot advertising 
E)  online advertising 
A)  magazines 
B)  radio 
C)  newspaper 
D)  national spot advertising 
E)  online advertising

Question 13

The latest statistics available reveal that the percentage of Canadian households that are reached by both television and radio is

Accepted Answer

A)  98% 
B)  85% 
C)  76% 
D)  68% 
E)  60% 
A)  98% 
B)  85% 
C)  76% 
D)  68% 
E)  60%

Question 14

A frequency discount is usually earned when buying television time as

Accepted Answer

A)  a minimum number of spots over a specified period of time 
B)  seasonal advertising 
C)  package plans 
D)  continuous advertising 
E)  volume advertising 
A)  a minimum number of spots over a specified period of time 
B)  seasonal advertising 
C)  package plans 
D)  continuous advertising 
E)  volume advertising

Question 15

How does a radio station determine its music program format?

Accepted Answer

The variety of radio formats in urban ma

Question 16

Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of

Accepted Answer

A)  frequency of messages 
B)  high reach 
C)  coverage flexibility 
D)  demographic selectivity 
E)  demonstration capability 
A)  frequency of messages 
B)  high reach 
C)  coverage flexibility 
D)  demographic selectivity 
E)  demonstration capability

Question 17

In what ways does radio offer flexibility?

Accepted Answer

Radio offers flexibility in three areas:

Question 18

For national television, advertising costs depend largely on

Accepted Answer

A)  the size of the potential market 
B)  the laws of supply and demand 
C)  cable and satellite providers 
D)  the CRTC 
E)  fixed prices 
A)  the size of the potential market 
B)  the laws of supply and demand 
C)  cable and satellite providers 
D)  the CRTC 
E)  fixed prices

Question 19

If a television program has a rating of 16, it means that it reaches 16% of that market's population.

Accepted Answer

A) True 
 B)False

Question 20

The placement of two 15-second television commercials for the same product, so that one appears at the start and one at the end of a cluster, is known as

Accepted Answer

A)  clutter 
B)  clustering 
C)  optimizing 
D)  split 30s 
E)  piggybacking 
A)  clutter 
B)  clustering 
C)  optimizing 
D)  split 30s 
E)  piggybacking

In contrast to network and selective spot advertising, local advertising is

An audio recording posted online is called

What changes to the landscape of the Canadian television industry signal the potential loss of advertising revenues in the future?

The percentage of Canadians living in households equipped with cable or satellite is

Explain how advertisers can use media optimizers to buy time on television more efficiently.

Networks and stations offer package plans in order to sell

On a daily basis, radio reaches what percentage of adults?

Television advertising involves relatively low production costs.

Which device allows viewers to edit out commercials?

Audience fragmentation is the result of several factors, including

A multitude of specialty networks is available to viewers. Some of the more popular include

Many advertisers are reallocating media budgets in accordance with the latest trends. Traditional TV advertisers have reduced their presence on conventional television in favour of

The latest statistics available reveal that the percentage of Canadian households that are reached by both television and radio is

A frequency discount is usually earned when buying television time as

How does a radio station determine its music program format?

Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of

In what ways does radio offer flexibility?

For national television, advertising costs depend largely on

If a television program has a rating of 16, it means that it reaches 16% of that market's population.

The placement of two 15-second television commercials for the same product, so that one appears at the start and one at the end of a cluster, is known as

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 9: Broadcast Media: Television and Radio

In contrast to network and selective spot advertising, local advertising is

An audio recording posted online is called

What changes to the landscape of the Canadian television industry signal the potential loss of advertising revenues in the future?

The percentage of Canadians living in households equipped with cable or satellite is

Explain how advertisers can use media optimizers to buy time on television more efficiently.

Networks and stations offer package plans in order to sell

On a daily basis, radio reaches what percentage of adults?

Television advertising involves relatively low production costs.

Which device allows viewers to edit out commercials?

Audience fragmentation is the result of several factors, including

A multitude of specialty networks is available to viewers. Some of the more popular include

Many advertisers are reallocating media budgets in accordance with the latest trends. Traditional TV advertisers have reduced their presence on conventional television in favour of

The latest statistics available reveal that the percentage of Canadian households that are reached by both television and radio is

A frequency discount is usually earned when buying television time as

How does a radio station determine its music program format?

Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of

In what ways does radio offer flexibility?

For national television, advertising costs depend largely on

If a television program has a rating of 16, it means that it reaches 16% of that market's population.

The placement of two 15-second television commercials for the same product, so that one appears at the start and one at the end of a cluster, is known as

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters