Question 1

For advertisers with precisely defined target markets, the use of television is wasteful because

Accepted Answer

A)  it offers creative flexibility 
B)  the message will reach many outside the target 
C)  commercials are placed in a cluster 
D)  programs are only compatible with specific audiences 
E)  spots can be purchased from individual stations 
A)  it offers creative flexibility 
B)  the message will reach many outside the target 
C)  commercials are placed in a cluster 
D)  programs are only compatible with specific audiences 
E)  spots can be purchased from individual stations

Question 2

Consumers have less control over their consumption of media than ever before.

Accepted Answer

A) True 
 B)False

Question 3

Explain how media convergence will change the way advertisers buy television advertising in Canada.

Accepted Answer

Media convergence is when a single compa

Question 4

Ratings are estimated based on data collected by

Accepted Answer

A)  telephone surveys 
B)  people meters and panels 
C)  cable boxes 
D)  satellites 
E)  telephone surveys and cable meters 
A)  telephone surveys 
B)  people meters and panels 
C)  cable boxes 
D)  satellites 
E)  telephone surveys and cable meters

Question 5

In the case of sports programs, hockey and baseball broadcasts appeal largely to a particular viewing audience that is

Accepted Answer

A)  a mass audience aged 18-55 
B)  males aged 8-28 
C)  males and females aged 25 to 54 
D)  males aged 25-65 
E)  females aged 15-35 
A)  a mass audience aged 18-55 
B)  males aged 8-28 
C)  males and females aged 25 to 54 
D)  males aged 25-65 
E)  females aged 15-35

Question 6

Smaller budget advertisers can purchase commercial time from

Accepted Answer

A)  individual stations 
B)  national networks 
C)  CBC 
D)  CTV 
E)  CNN 
A)  individual stations 
B)  national networks 
C)  CBC 
D)  CTV 
E)  CNN

Question 7

Together, television and radio reach 98% of

Accepted Answer

A)  men 
B)  Canadian households 
C)  women 
D)  adults 18 and over 
E)  French-language households 
A)  men 
B)  Canadian households 
C)  women 
D)  adults 18 and over 
E)  French-language households

Question 8

The Pacific network is an example of one of the CBC's

Accepted Answer

A)  regional networks 
B)  competitors 
C)  international networks 
D)  Chinese-language networks 
E)  specialty networks 
A)  regional networks 
B)  competitors 
C)  international networks 
D)  Chinese-language networks 
E)  specialty networks

Question 9

When CTV streams its news programs directly on to their web site, this is an example of

Accepted Answer

A)  PVRs 
B)  horizontal rotation 
C)  media optimizers 
D)  media convergence 
E)  podcasting 
A)  PVRs 
B)  horizontal rotation 
C)  media optimizers 
D)  media convergence 
E)  podcasting

Question 10

Describe product placement and provide one example.

Accepted Answer

Product placement refers to the visible

Question 11

Explain how a reach plan can be applied to buying advertising.

Accepted Answer

The reach plan is an interesting concept

Question 12

A variety of discounts are available to television advertisers, depending on the extent of their advertising commitment. What is NOT a typical discount offered by television networks and stations?

Accepted Answer

A)  frequency discount 
B)  volume discount 
C)  recency discount 
D)  continuity discount 
E)  seasonal discount 
A)  frequency discount 
B)  volume discount 
C)  recency discount 
D)  continuity discount 
E)  seasonal discount

Question 13

The summer television season usually occurs from mid-June to mid-September. Networks offer discounts during this season that can be as high as

Accepted Answer

A)  25-30% 
B)  5-10% 
C)  10-15% 
D)  15-20% 
E)  20-25% 
A)  25-30% 
B)  5-10% 
C)  10-15% 
D)  15-20% 
E)  20-25%

Question 14

A total audience plan in radio advertising is a

Accepted Answer

A)  frequency discount 
B)  run-of-schedule rate 
C)  selective-spot buy 
D)  continuity discount 
E)  reach plan 
A)  frequency discount 
B)  run-of-schedule rate 
C)  selective-spot buy 
D)  continuity discount 
E)  reach plan

Question 15

Adult contemporary is the most popular radio station format for those between 25 to 54 years old.

Accepted Answer

A) True 
 B)False

Question 16

In a reach plan, commercials are rotated through the various dayparts in accordance with a predetermined frequency.

Accepted Answer

A) True 
 B)False

Question 17

PVRs allow viewers to edit out commercials.

Accepted Answer

A) True 
 B)False

Question 18

Network advertising is suitable for advertisers whose products and services are widely distributed and who have relatively large media budgets.

Accepted Answer

A) True 
 B)False

Question 19

When buying television time, the advertiser has several options, one of which is

Accepted Answer

A)  split runs 
B)  co-op advertising 
C)  selective-spot advertising 
D)  four-week blocks 
E)  seasonal purchases 
A)  split runs 
B)  co-op advertising 
C)  selective-spot advertising 
D)  four-week blocks 
E)  seasonal purchases

Question 20

Will satellite radio become a threat to traditional radio in the near future?

Accepted Answer

Satellite radio appeals to a niche marke

For advertisers with precisely defined target markets, the use of television is wasteful because

Consumers have less control over their consumption of media than ever before.

Explain how media convergence will change the way advertisers buy television advertising in Canada.

Ratings are estimated based on data collected by

In the case of sports programs, hockey and baseball broadcasts appeal largely to a particular viewing audience that is

Smaller budget advertisers can purchase commercial time from

Together, television and radio reach 98% of

The Pacific network is an example of one of the CBC's

When CTV streams its news programs directly on to their web site, this is an example of

Describe product placement and provide one example.

Explain how a reach plan can be applied to buying advertising.

A variety of discounts are available to television advertisers, depending on the extent of their advertising commitment. What is NOT a typical discount offered by television networks and stations?

The summer television season usually occurs from mid-June to mid-September. Networks offer discounts during this season that can be as high as

A total audience plan in radio advertising is a

Adult contemporary is the most popular radio station format for those between 25 to 54 years old.

In a reach plan, commercials are rotated through the various dayparts in accordance with a predetermined frequency.

PVRs allow viewers to edit out commercials.

Network advertising is suitable for advertisers whose products and services are widely distributed and who have relatively large media budgets.

When buying television time, the advertiser has several options, one of which is

Will satellite radio become a threat to traditional radio in the near future?

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

For advertisers with precisely defined target markets, the use of television is wasteful because

Consumers have less control over their consumption of media than ever before.

Explain how media convergence will change the way advertisers buy television advertising in Canada.

Ratings are estimated based on data collected by

In the case of sports programs, hockey and baseball broadcasts appeal largely to a particular viewing audience that is

Smaller budget advertisers can purchase commercial time from

Together, television and radio reach 98% of

The Pacific network is an example of one of the CBC's

When CTV streams its news programs directly on to their web site, this is an example of

Describe product placement and provide one example.

Explain how a reach plan can be applied to buying advertising.

A variety of discounts are available to television advertisers, depending on the extent of their advertising commitment. What is NOT a typical discount offered by television networks and stations?

The summer television season usually occurs from mid-June to mid-September. Networks offer discounts during this season that can be as high as

A total audience plan in radio advertising is a

Adult contemporary is the most popular radio station format for those between 25 to 54 years old.

In a reach plan, commercials are rotated through the various dayparts in accordance with a predetermined frequency.

PVRs allow viewers to edit out commercials.

Network advertising is suitable for advertisers whose products and services are widely distributed and who have relatively large media budgets.

When buying television time, the advertiser has several options, one of which is

Will satellite radio become a threat to traditional radio in the near future?

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