Question 1

What are some of the advantages of advertising on television?

Accepted Answer

Advertisers can use the combination of s

Question 2

What impact will the growing penetration of specialty networks have on the future of advertising?

Accepted Answer

These channels, combined with traditiona

Question 3

Labatt's Budweiser is a major sponsor for Don Cherry's Coach's Corner.

Accepted Answer

A) True 
 B)False

Question 4

A software program that searches a TV ratings database for daypart or program combinations that increase target reach is referred to as a(n)

Accepted Answer

A)  selective spot 
B)  pre-emption 
C)  optimizer 
D)  narrowcasting 
E)  reach program 
A)  selective spot 
B)  pre-emption 
C)  optimizer 
D)  narrowcasting 
E)  reach program

Question 5

Advertisers with smaller budgets cannot purchase commercial air time from individual stations.

Accepted Answer

A) True 
 B)False

Question 6

Radio is referred to as a "frequency medium". Explain this concept.

Accepted Answer

This is considered by most advertisers a

Question 7

Rates on a grid card are adjusted periodically, and are affected by factors such as

Accepted Answer

A)  inventory of time available 
B)  frequency and volume of ads 
C)  who the advertiser is 
D)  content of commercial 
E)  package deals 
A)  inventory of time available 
B)  frequency and volume of ads 
C)  who the advertiser is 
D)  content of commercial 
E)  package deals

Question 8

The normal length of television commercials is

Accepted Answer

A)  infomercials 
B)  60 seconds 
C)  30 seconds 
D)  15 seconds 
E)  45 seconds 
A)  infomercials 
B)  60 seconds 
C)  30 seconds 
D)  15 seconds 
E)  45 seconds

Question 9

Generally, advertisers prefer that their commercials be placed

Accepted Answer

A)  first or last in a cluster 
B)  last in a cluster 
C)  in the middle of a cluster 
D)  outside of a cluster 
E)  first in a cluster 
A)  first or last in a cluster 
B)  last in a cluster 
C)  in the middle of a cluster 
D)  outside of a cluster 
E)  first in a cluster

Question 10

Explain why message retention presents a challenge to effective radio advertising.

Accepted Answer

Several factors restrict the retention a

Question 11

Television clutter refers to the scheduling of too many breaks during a program.

Accepted Answer

A) True 
 B)False

Question 12

Stations such as HGTV (home and garden) are attractive to advertisers wanting to

Accepted Answer

A)  reach pay-TV audiences 
B)  increase reach 
C)  reach specific demographic and lifestyle targets 
D)  reach smaller audiences 
E)  cut costs 
A)  reach pay-TV audiences 
B)  increase reach 
C)  reach specific demographic and lifestyle targets 
D)  reach smaller audiences 
E)  cut costs

Question 13

The situation where a special program replaces a regularly scheduled program is known as

Accepted Answer

A)  optimizing 
B)  run of schedule 
C)  D-Day 
D)  media convergence 
E)  pre-emption 
A)  optimizing 
B)  run of schedule 
C)  D-Day 
D)  media convergence 
E)  pre-emption

Question 14

FM radio stations reach what percentage of Canadians 12 years of age and older?

Accepted Answer

A)  35% 
B)  45% 
C)  51% 
D)  89% 
E)  97% 
A)  35% 
B)  45% 
C)  51% 
D)  89% 
E)  97%

Question 15

Radio stations often change their format to

Accepted Answer

A)  surprise listeners 
B)  reach an underserved target 
C)  increase listenership 
D)  become more entertaining 
E)  appeal to a younger demographic 
A)  surprise listeners 
B)  reach an underserved target 
C)  increase listenership 
D)  become more entertaining 
E)  appeal to a younger demographic

Question 16

Radio attracts the greatest number of listeners

Accepted Answer

A)  during the 6 p.m. news 
B)  during late night programming 
C)  in the morning 
D)  during the afternoon rush-hour 
E)  at lunch hour 
A)  during the 6 p.m. news 
B)  during late night programming 
C)  in the morning 
D)  during the afternoon rush-hour 
E)  at lunch hour

Question 17

The number of specialty and traditional channels has led to

Accepted Answer

A)  planning inflexibility 
B)  lower costs 
C)  more people watching TV 
D)  less targeting 
E)  audience fragmentation 
A)  planning inflexibility 
B)  lower costs 
C)  more people watching TV 
D)  less targeting 
E)  audience fragmentation

Question 18

Late night talk shows that air between 11 p.m. and 1 a.m. fall into which daypart?

Accepted Answer

A)  prime time 
B)  late fringe time 
C)  overnight 
D)  late night 
E)  daytime 
A)  prime time 
B)  late fringe time 
C)  overnight 
D)  late night 
E)  daytime

Question 19

Adult contemporary stations play popular and easy-listening music, current and past, and generally appeal to

Accepted Answer

A)  25- to 54-year-old males 
B)  45- to 65-year-olds 
C)  18- to 34-year-olds 
D)  25- to 54 year-olds 
E)  teens and tweens 
A)  25- to 54-year-old males 
B)  45- to 65-year-olds 
C)  18- to 34-year-olds 
D)  25- to 54 year-olds 
E)  teens and tweens

Question 20

The latest statistics reveal that 90% of the population lives in households equipped with cable or satellite.

Accepted Answer

A) True 
 B)False

What are some of the advantages of advertising on television?

What impact will the growing penetration of specialty networks have on the future of advertising?

Labatt's Budweiser is a major sponsor for Don Cherry's Coach's Corner.

A software program that searches a TV ratings database for daypart or program combinations that increase target reach is referred to as a(n)

Advertisers with smaller budgets cannot purchase commercial air time from individual stations.

Radio is referred to as a "frequency medium". Explain this concept.

Rates on a grid card are adjusted periodically, and are affected by factors such as

The normal length of television commercials is

Generally, advertisers prefer that their commercials be placed

Explain why message retention presents a challenge to effective radio advertising.

Television clutter refers to the scheduling of too many breaks during a program.

Stations such as HGTV (home and garden) are attractive to advertisers wanting to

The situation where a special program replaces a regularly scheduled program is known as

FM radio stations reach what percentage of Canadians 12 years of age and older?

Radio stations often change their format to

Radio attracts the greatest number of listeners

The number of specialty and traditional channels has led to

Late night talk shows that air between 11 p.m. and 1 a.m. fall into which daypart?

Adult contemporary stations play popular and easy-listening music, current and past, and generally appeal to

The latest statistics reveal that 90% of the population lives in households equipped with cable or satellite.

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 are some of the advantages of advertising on television?

What impact will the growing penetration of specialty networks have on the future of advertising?

Labatt's Budweiser is a major sponsor for Don Cherry's Coach's Corner.

A software program that searches a TV ratings database for daypart or program combinations that increase target reach is referred to as a(n)

Advertisers with smaller budgets cannot purchase commercial air time from individual stations.

Radio is referred to as a "frequency medium". Explain this concept.

Rates on a grid card are adjusted periodically, and are affected by factors such as

The normal length of television commercials is

Generally, advertisers prefer that their commercials be placed

Explain why message retention presents a challenge to effective radio advertising.

Television clutter refers to the scheduling of too many breaks during a program.

Stations such as HGTV (home and garden) are attractive to advertisers wanting to

The situation where a special program replaces a regularly scheduled program is known as

FM radio stations reach what percentage of Canadians 12 years of age and older?

Radio stations often change their format to

Radio attracts the greatest number of listeners

The number of specialty and traditional channels has led to

Late night talk shows that air between 11 p.m. and 1 a.m. fall into which daypart?

Adult contemporary stations play popular and easy-listening music, current and past, and generally appeal to

The latest statistics reveal that 90% of the population lives in households equipped with cable or satellite.

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