Deck 9: Broadcast Media: Television and Radio

Question 1

On a daily basis, radio reaches what percentage of adults?

A) 89
B) 10
C) 74
D) 98
E) 66

Answer 1

A

Question 2

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

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

Answer 2

A

Question 3

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

A) consumers watch far less TV
B) consumers now control when, where and how they receive advertising messages
C) consumers are choosier about what they watch
D) there are more 30-second commercials
E) consumers watch far more TV

Answer 3

B

Question 4

Generally, advertisers prefer that their commercials be placed

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 5

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

Question 6

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.

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

Question 7

Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of

A) frequency of messages
B) high reach
C) coverage flexibility
D) demographic selectivity
E) demonstration capability

Question 8

The number of specialty and traditional channels has led to

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

Question 9

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

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

Question 10

An advantage of television as an advertising medium is

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

Question 11

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

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 12

Which device allows viewers to edit out commercials?

A) live television
B) smartphones
C) internet
D) personal video recorders
E) live radio

Question 13

Together, television and radio reach 98% of

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

Question 14

Audience fragmentation is the result of several factors, including

A) increased magazine readership
B) new digital channels
C) the lack of specialty networks
D) text-messaging
E) MP3 players

Question 15

What medium do younger generations (18 to 24 and 24 to 35) avoid?

A) online video games
B) music
C) the internet
D) television
E) cell phones

Question 16

A multitude of specialty networks is available to viewers. Some of the more popular include

A) TSN
B) CBC North
C) Global TV
D) CTV Ontario
E) Pay-Per-View

Question 17

The percentage of Canadians living in households equipped with cable or satellite is

A) 78%
B) 65%
C) 50%
D) 99%
E) 90%

Question 18

Alternative viewing of television content is a function of

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

Question 19

The latest statistics available reveal that the percentage of Canadian households that are reached by both television and radio is

A) 98%
B) 85%
C) 76%
D) 68%
E) 60%

Question 20

Smaller budget advertisers can purchase commercial time from

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

Question 21

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

A) branded content
B) sponsorship
C) product placement
D) a selective spot
E) a billboard

Question 22

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

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

Question 23

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

A) the eight-week summer season
B) the fall season
C) a complete broadcast year
D) the winter season
E) specials

Question 24

For national television, advertising costs depend largely on

A) the size of the potential market
B) the laws of supply and demand
C) cable and satellite providers
D) the CRTC
E) fixed prices

Question 25

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?

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

Question 26

In contrast to network and selective spot advertising, local advertising is

A) non-commissionable
B) not available in prime time
C) not prone to clutter
D) only purchased by agencies
E) more expensive to produce

Question 27

The placement of two 15-second television commercials for the same product, so that one appears at the start and one at the end of a cluster, is known as

A) clutter
B) clustering
C) optimizing
D) split 30s
E) piggybacking

Question 28

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

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

Question 29

Many advertisers are reallocating media budgets in accordance with the latest trends. Traditional TV advertisers have reduced their presence on conventional television in favour of

A) magazines
B) radio
C) newspaper
D) national spot advertising
E) online advertising

Question 30

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

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 31

Ratings are estimated based on data collected by

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

Question 32

The normal length of television commercials is

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

Question 33

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

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

Question 34

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

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

Question 35

An audio recording posted online is called

A) a podcast
B) internet radio
C) product placement
D) grid card
E) digital radio

Question 36

Television rates are lowest during

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

Question 37

A challenge in buying television spots is

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

Question 38

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

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

Question 39

Prime-time television viewing is usually designated as

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 40

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

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

Question 41

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

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

Question 42

Radio stations often change their format to

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

Question 43

A total audience plan in radio advertising is a

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

Question 44

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

Question 45

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

A) schedule a commercial at its discretion
B) consult an advertiser to choose when its commercial will air
C) edit a contract at any time
D) pre-empt any commercial
E) cancel a commercial at any time

Question 46

One of the disadvantages of radio as an advertising medium is

A) reach potential
B) cost
C) limited flexibility
D) message retention
E) frequency

Question 47

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

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

Question 48

A frequency discount is usually earned when buying television time as

A) a minimum number of spots over a specified period of time
B) seasonal advertising
C) package plans
D) continuous advertising
E) volume advertising

Question 49

Unlike digital audio, satellite radio offers audiences

A) CD quality sound
B) commercial-free programming
C) accessibility from any receiver
D) perfect sound within the station's coverage area
E) the placement of 15-second commercials in clusters

Question 50

Of all the places Canadian consumers listen to the radio, a high amount of listening is done

A) while waiting for the bus
B) while driving
C) while travelling to work
D) outside
E) at the grocery store

Question 51

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

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 52

Networks and stations offer package plans in order to sell

A) advertising on U.S. channels
B) popular television series
C) billboards
D) fringe or daytime spots
E) prime time spots

Question 53

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

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

Question 54

Radio attracts the greatest number of listeners

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 55

Horizontal rotation refers to the placement of commercials based on the

A) time of year
B) station format
C) time of day within various dayparts
D) selection of AM vs. FM
E) day of the week

Question 56

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

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

Question 57

The difference between AM and FM radio is characterized by

A) the way demographics change according to daypart
B) the call letters they are assigned
C) audience profiles
D) the way in which the signals are transmitted
E) radio station formats

Question 58

Local clients such as a neighbourhood restaurant or grocery store are attracted to radio because of

A) ease of coordination
B) audience fragmentation
C) message retention
D) national coverage
E) low cost

Question 59

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

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

Question 60

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?

A) 20 GRPs
B) 75 GRPs
C) 25 GRPs
D) 100 GRPs
E) 4 GRPs

Question 61

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

Question 62

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

Question 63

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

Question 64

Network shows such as Hockey Night in Canada allocate a certain portion of the commercial time available to local stations for selective-spot sales.

Question 65

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

Question 66

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

Question 67

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

Question 68

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

Question 69

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

Question 70

People over the age of 55 spend more than 30 hours a week watching television.

Question 71

If a television program has a rating of 16, it means that it reaches 16% of that market's population.

Question 72

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

Question 73

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

Question 74

Television advertising involves relatively low production costs.

Question 75

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

Question 76

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

Question 77

PVRs allow viewers to edit out commercials.

Question 78

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

Question 79

In Canada, there are only 10 specialty networks.

Question 80

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