Exam 9: Broadcast Media: Television and Radio

New technologies are affecting the way people watch television. Perhaps the biggest change of all is

Television requires significant lead time from advertisers. For example, network buys are negotiated in June for

Horizontal rotation refers to the placement of commercials based on the

A commercial shown on any of the top 30 television shows in Canada has the potential to reach more than one million viewers.

Television is primarily a mass-reach medium but it can target demographic groups based on the nature of the programming.

For advertisers with precisely defined target markets, the use of television advertising is very effective.

One of the disadvantages of radio as an advertising medium is

Radio is usually referred to as a frequency medium.

For some homes, television is a multi-channel universe!

How does a frequency discount differ from a continuity discount?

What advantages can radio offer a local retail advertiser like a corner grocery store?

Compare the Adult Contemporary (AC) radio station format to News/talk.

One of the most prominent and ongoing television sponsorships in Canada is The Big Bang Theory.

Early fringe viewing time would be noon to 4 p.m.

If an advertiser purchases 120 radio spots during the breakfast daypart at a 30-second rate of $80, the total cost would be $9 600

On a seasonal basis, there is a drop-off in television viewing in the summer.

Fringe time is defined as any viewing period outside of prime time.

A Run-of-Schedule discount offered to an advertiser will allow the television station to

If a commercial message reaches 20% of target households in a market and the commercial is scheduled five times per week, how many GRPs does it achieve?

The visible placement of branded merchandise in television shows, films, and video games is referred to as