Deck 11: Broadcast Media

Question 1

The buying period for television advertising time that runs throughout the television season is known as the market.

A) local
B) continual
C) scatter
D) up-front

Answer 1

C

Question 2

With , advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

A) sponsorships
B) adjacencies
C) countertrades
D) syndications

Answer 2

A

Question 3

A network assembles a series of local TV stations, to which it supplies programming and services.

A) hostile
B) successful
C) affiliated
D) remote

Answer 3

C

Question 4

CFTO in Toronto and CFCF in Montreal show CTV programming. These local television stations that are associated with national television networks are known as:

A) satellite networks
B) regional networks
C) affiliates
D) local nets

Question 5

In the early days of television, the production and content of most television programs was the responsibility of:

A) the local affiliate
B) the networks
C) corporations who sponsored the shows
D) independent production companies

Question 6

Which of the following is NOT a reason why national advertisers might use spot television advertising?

A) advertise a product with wide-spread distribution
B) concentrate advertising in areas where market potential is the greatest
C) concentrate advertising in areas where more ad support is needed
D) offer support and cooperative advertising to local dealers and retailers

Question 7

are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

A) Station reps
B) Negotiators
C) Affiliates
D) Station managers

Question 8

One of the biggest threats to the cable television industry in the 1990s was:

A) the creation of consortiums of advertisers for the purpose of improving network television
B) competition from direct broadcast satellite (DBS) services
C) the exponential growth of the use of PVRs
D) CRTC rulings on lengths and commercial placements

Question 9

All non-network television advertising done by a national advertiser is known as ________ advertising.

A) local
B) spot
C) regional
D) up-front

Question 10

When a national advertiser runs a commercial on a prime time program that is seen all over the country, advertising is being used.

A) aggregated
B) spot
C) affiliate
D) network

Question 11

is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers.

A) Syndication
B) Regional advertising
C) Spot advertising
D) Network advertising

Question 12

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

A) means the advertiser can run more commercials per hour since time regulations do not apply
B) is relatively inexpensive
C) allows companies to capitalize on the prestige of a high-quality program
D) broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots

Question 13

Which of the following is NOT TRUE about Smart TV?

A) Consumers may soon be able to avoid ads altogether through Smart TVs.
B) Smart TV is changing the advertising experience for TV viewers by allowing interactivity and extended brand content.
C) Consumers are able to connect their TV sets to the Internet through Smart TVs.
D) Penetration of Smart TVs in the U.S. is still quite low, less than 20% in 2015.

Question 14

The reason for a company using is that the company has control over the number, placement, and content of its commercials.

A) participation
B) syndication
C) sponsorship
D) countertrade

Question 15

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with , allowing consumers access to similar extensive channel choices.

A) CRTC guidelines around competition between telco providers
B) advertising consortiums
C) digital cable
D) public broadcasters

Question 16

Branded content programming, where corporations are responsible for developing program content, is moving toward:

A) executive sponsorship
B) the Internet
C) syndication
D) multi-brand participation

Question 17

Which of the following statements about spot advertising is true?

A) Spot advertising is confined to station breaks between programs on network originated shows.
B) Spot advertising offers flexibility in adjusting to local market conditions.
C) Spot advertising is subject to less clutter than network advertising.
D) Only local advertisers use spot advertising.

Question 18

The traditional approach to sponsorship, with corporations being responsible for developing program content, has been updated, under the name:

A) branded entertainment
B) advertiser ownership
C) branded production
D) original content

Question 19

Most national advertisers:

A) do not need to concern themselves with spot advertising
B) use both network and spot advertising and try to effectively combine the two
C) prefer spot advertising because of lower rates, less clutter, and more flexibility
D) use only network advertising

Question 20

The proliferation of specialty channels has influenced the nature of TV as an advertising medium. Expanded viewing options have led to considerable audience _.

A) fragmentation
B) hostility
C) happiness
D) confusion

Question 21

Which television daypart has the highest rates?

A) late news
B) late fringe
C) prime-time
D) morning

Question 22

In Canada, television audiences are measured by:

A) BBC Canada and Reuters
B) BBM Canada
C) CCAB and ABC
D) Numeris

Question 23

Since firms that advertise during prime time must pay premium rates, this daypart tends to be dominated by:

A) spot advertising purchased at the last minute
B) late news and other network promotions
C) government sponsored causes
D) large national advertisers

Question 24

Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the daypart.

A) late fringe
B) evening
C) prime-time
D) prime-time access

Question 25

Which of the following is NOT a benefit of advertising on specialty networks?

A) no large up-front commitment is necessary
B) lower overall advertising rates
C) mass appeal of specialty programming fits shotgun approach to reach objectives
D) consumer popularity enhances viewership numbers

Question 26

divided.
_ are the various time periods or segments into which a broadcast day is

A) Dayparts
B) Spots
C) Viewing hours
D) Adjacencies

Question 27

The television daypart that attracts the largest viewing audience is:

A) prime-time access
B) late news
C) prime-time
D) daytime

Question 28

The amount of money that a station can charge for commercial time is based on:

A) prime-time viewership
B) pre-negotiated purchases
C) program ratings
D) daytime viewership

Question 29

A device worn by individuals that records a silent signal emitted from programming is called a(n):

A) prime-time access device
B) electronic diary
C) media exposure device
D) portable people meter

Question 30

While most network commercials are 30- or 15-second spots, direct-response advertisers often use these longer ads to describe their products and encourage viewers to order:

A) late-night spot ads
B) infomercials
C) B-to-C specialty ads
D) interstitials

Question 31

The program rating is calculated by dividing ________ by _.

A) the overall television audience; the viewers who indicate that they like the program
B) the total population; the total television audience
C) the share of audience; the number of ratings points assigned
D) the number of people tuned to a particular show; the total number of people in the geographic area

Question 32

This daypart occurs seven days a week between 7:00 p.m. and 11:00 p.m.:

A) Popular evening
B) Prime time
C) Late fringe
D) Day time

Question 33

If an advertiser wished to obtain greater reach during prime time, she might choose to place commercials in the following shows:

A) Jeopardy and Wheel of Fortune, every week night for four weeks.
B) How to Get Away with Murder and Criminal Minds.
C) Chicago Hope, Chicago Med, and Chicago Fire.
D) Gotham, Dragons' Den, and Global News.

Question 34

is defined as one percent of all the television households in a particular area tuned to a specific program.

A) Share of audience
B) A ratings point
C) A program rating
D) Household using television (HUT)

Question 35

The most watched specialty channel in Canada in terms of total hours is:

A) SportsNet
B) CBC News Network
C) Food Network Canada
D) TSN

Question 36

Prime time draws about of per capita television consumption.

A) twenty percent
B) twenty-five percent
C) sixty percent
D) forty percent

Question 37

Morning, daytime, prime time, and late fringe are all examples of:

A) radio dayparts
B) television dayparts
C) run-of-station spots
D) spot times

Question 38

Each of the following is true about Portable People Meters (PPMs) EXCEPT:

A) The PPM collects data nationally and in large local markets.
B) The PPM measures on an individual level instead of a household or television basis.
C) The PPM is used to collect television viewing data only.
D) The PPM is also capable of receiving the signal from radio and cinema.

Question 39

Cable subscribers can access shows not seen during regularly scheduled times through a service called:

A) Cable your way
B) Time shifting
C) Self-administered programming
D) On-demand

Question 40

Daytime TV generally attracts:

A) empty nesters
B) women
C) children
D) young adults

Question 41

Which of television's strengths applies to the advertiser's ability to match strategy according to the brand's BDI or CDI?

A) Cost efficiency
B) Scheduling flexibility
C) Geographic coverage
D) Target audience coverage

Question 42

A toy company runs commercials for its products on the Sponge Bob Square Pants show on Saturday mornings because Saturday morning TV caters to kids. This is an example of how is possible through television.

A) product exclusivity
B) creativity
C) selectivity
D) geographic diversity

Question 43

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A) has the ability to reach large audiences in a relatively cost efficient manner
B) has such a low absolute cost
C) is very easy to develop creative television advertising
D) has a high level of geographic selectivity

Question 44

Which of the following statements about commercial length is true?

A) Fifteen-second spots are the most common commercial lengths.
B) Most advertisers believe that shorter commercials cannot deliver a message as effectively as longer commercials.
C) Spiralling media costs have resulted in advertisers preferring shorter commercials.
D) Fifteen-second spots typically sell for about the same amount as 30-second spots.

Question 45

Which of the following statements about program ratings and share of audience measures is true?

A) Unlike share of audience measures, program ratings consider variation in the number of sets in use since they are based only on those households that have their sets in use.
B) Program ratings are always higher than share of audience.
C) Share of audience is always higher than the program rating unless all of the households in a market have their set in use.
D) Program ratings and share of audience are usually the same.

Question 46

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider, the amount of time must be considered.

A) emotive
B) creative
C) selective
D) processing

Question 47

Each of the following describes the strength of television's reach EXCEPT:

A) Those "watching television" only through Internet streaming services hit 12 percent in 2015.
B) The average Canadian watches 28 hours of TV per week, thereby consuming this medium more than any other.
C) Advertisers can place ads in a combination of shows to reach as many in their target audience as they wish.
D) Television reaches virtually every Canadian on a weekly basis.

Question 48

Tom likes to watch WWE wrestling on TSN and the police car chase videos on Fox. Both shows are on Friday night at the same time. When commercials start on one of the shows, he immediately switches to the other. Tom is engaged in:

A) time shifting
B) zapping
C) zipping
D) zooming

Question 49

Advertisers who want the ability to demonstrate how their product operates and actually show its uses are likely to choose:

A) radio
B) direct mail
C) magazines
D) television

Question 50

Numeris also uses for collecting television audience information in a number of local markets.

A) audiometer
B) diary research
C) video monitor
D) people meter

Question 51

Which of the following is NOT an advantage of television as an advertising medium?

A) the intrusive nature of television, which imposes advertising on viewers while watching their favourite programs
B) its mass coverage and cost effectiveness for reaching large markets
C) the creative options available
D) its processing time

Question 52

Which of the following statements about the length of television commercials is true?

A) Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.
B) Commercials have become longer as the demand for broadcast time has dwindled.
C) Fifteen-second commercials account for over half of the ads seen on network television.
D) Commercial length is increasing and 60-second spots will become dominant by the end of the decade.

Question 53

While watching "Entertainment Tonight," Bruce became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs. This is an example of the problem created by:

A) clutter
B) message source alienation
C) the fleeting nature of television commercials
D) the limited viewer attention for commercials

Question 54

There are approximately 6 million television households in Canada. During a "Hockey Night in Canada" broadcast, 50 percent of the households had their television sets turned on and 1 million were watching the Montreal Canadiens versus the Toronto Maple Leafs hockey game on CBC. The share of audience for the game would be:

A) 33
B) 23
C) 43
D) cannot be determined from information given

Question 55

A Numeris study suggests that TV watchers watch percent of their viewing from prerecorded programming and view about percent of the ads.

A) 50; 10
B) 60; 50
C) 20; 50
D) 40; 20

Question 56

refers to the practice of fast-forwarding through commercials on prerecorded programs, while refers to channel changing to avoid commercials.

A) Time shifting; zipping
B) Zipping; zapping
C) Zapping; zooming
D) Zipping; time shifting

Question 57

Saturday morning television programming consists largely of cartoons that are watched by children, while sports programming that is watched mostly by young men is prevalent on Saturday and Sunday afternoons. These are examples of ways television offers:

A) scheduling flexibility
B) ways of breaking through advertising clutter
C) market penetration
D) geographic selectivity

Question 58

Television can offer advertisers selective coverage of target audiences through:

A) volume buying
B) program content with broad audience appeal
C) national networks which reach groups with general interests
D) broadcast time periods that reach specific types of audiences

Question 59

Which of the following factors make it difficult for companies with small advertising budgets to use television as part of their media mix?

A) the limited creative options available through television
B) the fact that television programs do not reach their target markets
C) the fact that small ad agencies generally do not know how to produce TV commercials
D) the high costs of producing and airing television commercials

Question 60

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

A) commercial clutter
B) high costs for production of quality commercials
C) high costs for airtime
D) unlimited creative options for developing and presenting advertising messages

Question 61

are less likely to be heavy users of local radio advertising.

A) Grocery product manufacturers
B) Restaurants
C) Local retailers
D) Auto dealers

Question 62

The majority of radio ads are in length.

A) 60 seconds
B) 10 seconds
C) 15 seconds
D) 30 seconds

Question 63

Research has shown that the demographic group that engages in the highest level of commercial zapping is:

A) young adult males
B) older adults
C) young adult females
D) preteens

Question 64

A tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

A) shorten the commercial breaks
B) increase the number of commercials during a break
C) show previews of the next week's program
D) change the standard commercial format to 10-seconds

Question 65

Compared to television, radio has:

A) longer buyer lead times for preparing and placing ads
B) fewer segmentation opportunities
C) more of a local flavour
D) greater reach and lower frequency opportunities with individual stations

Question 66

Advertising rates on radio are negotiable, according to each of the following factors EXCEPT:

A) competitive television rates
B) availability
C) level of audience selectivity required
D) number of spots purchased

Question 67

The largest radio audiences occur during which of the following times?

A) daytime and evening drive time
B) early morning and late afternoon drive times
C) early morning and late evening
D) evenings when people are at home

Question 68

Which of the following statements about radio as an advertising medium is NOT true?

A) Radio is a high cost medium relative to TV.
B) Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population.
C) Radio has evolved into primarily a local advertising medium.
D) A radio commercial is ideal for long copy when detailed information is called for.

Question 69

Which of the following is NOT true about radio streaming?

A) Approximately 25% of all English Canadians listen to radio via Internet streaming.
B) Many radio stations stream their broadcast online so that an Internet listener is exposed to the same ads as the broadcast listener.
C) Subscription based satellite radio services, such as SiriusXM, offer advertising opportunities as well.
D) The largest group of Canadians to stream live radio, is Millennials (Gen Y, 26-34 years old).

Question 70

Numeris provides information on radio listenership using a _

A) telephone feedback
B) people meter method.
C) computer
D) people meter method and a diary

Question 71

The pervasiveness and intrusive nature of _ as an advertising medium contributes to the high level of distrust consumers have for the ads that appear in it.

A) newspapers
B) television
C) direct response
D) radio

Question 72

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more into their media schedules.

A) creativity
B) inherent drama
C) audience selectivity
D) reach and frequency

Question 73

Advertisers can inhibit consumers' zapping commercials by:

A) producing creative commercials that are meaningful to consumers and that attract and hold their attention
B) devising shorter commercial formats
C) advertising more on cable television
D) lobbying to have remote control devices banned

Question 74

The is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

A) average quarter-hour figure
B) relative quarter hour share
C) average quarter-hour rating
D) cumulative audience

Question 75

Studies show that distrust is generally the highest for which of the following types of advertising?

A) personal selling
B) magazines
C) television
D) newspapers

Question 76

Tom prerecords "CSI" which is shown on Wednesday nights on CTV, so he can fast forward through the commercials. Tom engages in:

A) zipping
B) zapping
C) zooming
D) time shifting

Question 77

Each of the following is a benefit of buying network radio time EXCEPT:

A) it reduces advertisers' flexibility in selecting stations
B) minimized negotiation and administration work required
C) opportunities for national and regional coverage
D) lower costs

Question 78

TV viewing is thriving for several reasons EXCEPT:

A) people have no awareness of TV shows until they are on TV first.
B) current TV shows are very good, as evidenced by how many people want to watch them online.
C) online content is not even in the same league as first-run TV content.
D) watching sports on TV is better than watching it live because you have the added benefit of TV announcers calling the plays.

Question 79

Radio offers high levels of audience selectivity because of:

A) the wide variety of program formats offered by different stations.
B) the transmission capability of the various stations.
C) the broadcast overlap of local radio stations.
D) image transfer capabilities.

Question 80

Radio survived as an advertising medium by:

A) charging higher rates than television
B) competing directly with television
C) evolving into a primarily local advertising medium
D) evolving into a national advertising medium