Question 1

What is branded content, and how has it impacted the story line of popular television shows? Support your answer with an example.

Accepted Answer

Branded content (sometimes called produc

Question 2

An advantage of television as an advertising medium is

Accepted Answer

A)  impact and effectiveness 
B)  audience fragmentation 
C)  commercial avoidance 
D)  planning flexibility 
E)  the ability to reach anyone, anywhere 
A)  impact and effectiveness 
B)  audience fragmentation 
C)  commercial avoidance 
D)  planning flexibility 
E)  the ability to reach anyone, anywhere

Question 3

A Coca-Cola glass that is highly visible during the American Idol television show is an example of

Accepted Answer

A)  sponsorship 
B)  upfront buying 
C)  local advertising 
D)  product placement 
E)  selective-spot sales 
A)  sponsorship 
B)  upfront buying 
C)  local advertising 
D)  product placement 
E)  selective-spot sales

Question 4

If overbooking of the available advertising time occurs as a result of the volume of orders, television networks allocate preference based on

Accepted Answer

A)  incumbency position 
B)  length of contract 
C)  who the advertiser is 
D)  frequency potential 
E)  content of commercial 
A)  incumbency position 
B)  length of contract 
C)  who the advertiser is 
D)  frequency potential 
E)  content of commercial

Question 5

Outline the effect of internet and digital radio on traditional listening.

Accepted Answer

Online radio offers listeners superior s

Question 6

Explain why advertisers look for sponsorship opportunities in television advertising.

Accepted Answer

Television sponsorship allows advertiser

Question 7

What impact are iPods and other portable devices having on radio advertising?

Accepted Answer

Younger age groups are tuning out radio

Question 8

What are some of the disadvantages of television advertising?

Accepted Answer

Television offers high reach potential a

Question 9

A challenge in buying television spots is

Accepted Answer

A)  long lead time required 
B)  too many options to choose from 
C)  coverage flexibility 
D)  high frequency requirements 
E)  no demographic selectivity 
A)  long lead time required 
B)  too many options to choose from 
C)  coverage flexibility 
D)  high frequency requirements 
E)  no demographic selectivity

Question 10

In Canada, there are only 10 specialty networks.

Accepted Answer

A) True 
 B)False

Question 11

Television offers high reach potential and relatively low CPMs, but in real spending terms, it is very expensive. The cost of a 30-second commercial during a Stanley Cup Playoff game on CBC can be as high as

Accepted Answer

A)  $110 000 
B)  $20 000 
C)  $125 000 
D)  $52 000 
E)  $45 000 
A)  $110 000 
B)  $20 000 
C)  $125 000 
D)  $52 000 
E)  $45 000

Question 12

A product placement that integrates a product into the script of a show is known as

Accepted Answer

A)  pre-emption 
B)  zapping 
C)  branded content 
D)  a reach plan 
E)  spot advertising 
A)  pre-emption 
B)  zapping 
C)  branded content 
D)  a reach plan 
E)  spot advertising

Question 13

Audience fragmentation is a problem for television advertising but not for advertising over radio.

Accepted Answer

A) True 
 B)False

Question 14

What is clutter and how can it be a disadvantage to television as an advertising medium?

Accepted Answer

Television clutter refers to the cluster

Question 15

Prime-time television viewing is usually designated as

Accepted Answer

A)  9-10 p.m. 
B)  6-10 p.m. 
C)  9 p.m.-1 a.m. 
D)  8-12 p.m. 
E)  7-11 p.m. 
A)  9-10 p.m. 
B)  6-10 p.m. 
C)  9 p.m.-1 a.m. 
D)  8-12 p.m. 
E)  7-11 p.m.

Question 16

Once the new season's program schedule is announced, the networks have a deadline, by which time most advertisers place their orders for the coming broadcast year. This is called

Accepted Answer

A)  contract commitments 
B)  D-Day 
C)  the media planning period 
D)  seasonal scheduling 
E)  forward booking 
A)  contract commitments 
B)  D-Day 
C)  the media planning period 
D)  seasonal scheduling 
E)  forward booking

Question 17

Studies show that early adopters of personal video recorders (PVRs) watch 60% of their televisions viewing from their computers, and skip ____ of the ads in these programs.

Accepted Answer

A)  50% 
B)  20% 
C)  90% 
D)  75% 
E)  35% 
A)  50% 
B)  20% 
C)  90% 
D)  75% 
E)  35%

Question 18

Television rates are lowest during

Accepted Answer

A)  prime time 
B)  late fringe 
C)  midday 
D)  early fringe 
E)  daytime 
A)  prime time 
B)  late fringe 
C)  midday 
D)  early fringe 
E)  daytime

Question 19

Alternative viewing of television content is a function of

Accepted Answer

A)  lifestyle 
B)  values 
C)  residence 
D)  age 
E)  income 
A)  lifestyle 
B)  values 
C)  residence 
D)  age 
E)  income

Question 20

How do the networks handle the numerous orders from advertisers placed on or before the declaration date?

Accepted Answer

Major networks such as the CBC, CTV, and

What is branded content, and how has it impacted the story line of popular television shows? Support your answer with an example.

An advantage of television as an advertising medium is

A Coca-Cola glass that is highly visible during the American Idol television show is an example of

If overbooking of the available advertising time occurs as a result of the volume of orders, television networks allocate preference based on

Outline the effect of internet and digital radio on traditional listening.

Explain why advertisers look for sponsorship opportunities in television advertising.

What impact are iPods and other portable devices having on radio advertising?

What are some of the disadvantages of television advertising?

A challenge in buying television spots is

In Canada, there are only 10 specialty networks.

Television offers high reach potential and relatively low CPMs, but in real spending terms, it is very expensive. The cost of a 30-second commercial during a Stanley Cup Playoff game on CBC can be as high as

A product placement that integrates a product into the script of a show is known as

Audience fragmentation is a problem for television advertising but not for advertising over radio.

What is clutter and how can it be a disadvantage to television as an advertising medium?

Prime-time television viewing is usually designated as

Once the new season's program schedule is announced, the networks have a deadline, by which time most advertisers place their orders for the coming broadcast year. This is called

Studies show that early adopters of personal video recorders (PVRs) watch 60% of their televisions viewing from their computers, and skip ____ of the ads in these programs.

Television rates are lowest during

Alternative viewing of television content is a function of

How do the networks handle the numerous orders from advertisers placed on or before the declaration date?

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

What is branded content, and how has it impacted the story line of popular television shows? Support your answer with an example.

An advantage of television as an advertising medium is

A Coca-Cola glass that is highly visible during the American Idol television show is an example of

If overbooking of the available advertising time occurs as a result of the volume of orders, television networks allocate preference based on

Outline the effect of internet and digital radio on traditional listening.

Explain why advertisers look for sponsorship opportunities in television advertising.

What impact are iPods and other portable devices having on radio advertising?

What are some of the disadvantages of television advertising?

A challenge in buying television spots is

In Canada, there are only 10 specialty networks.

Television offers high reach potential and relatively low CPMs, but in real spending terms, it is very expensive. The cost of a 30-second commercial during a Stanley Cup Playoff game on CBC can be as high as

A product placement that integrates a product into the script of a show is known as

Audience fragmentation is a problem for television advertising but not for advertising over radio.

What is clutter and how can it be a disadvantage to television as an advertising medium?

Prime-time television viewing is usually designated as

Once the new season's program schedule is announced, the networks have a deadline, by which time most advertisers place their orders for the coming broadcast year. This is called

Studies show that early adopters of personal video recorders (PVRs) watch 60% of their televisions viewing from their computers, and skip ____ of the ads in these programs.

Television rates are lowest during

Alternative viewing of television content is a function of

How do the networks handle the numerous orders from advertisers placed on or before the declaration date?

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