Deck 9: Broadcast Media

Question 1

Commercial messages that are allowed on public television are known as ________.

A)participations
B)spot buys
C)syndicated buys
D)philanthropy
E)program sponsorships

Answer 1

E

Question 2

________ is the streaming of video via the public internet to a PC.

A)Broadband TV (BTV)
B)WebTv (WTV)
C)WWWTV
D)Internet TV (ITV)
E)None of these

Answer 2

D

Question 3

By 2010,approximately ________ of Australian households had pay TV installed.

A)14%
B)24%
C)34%
D)54%
E)none of these

Answer 3

C

Question 4

With which of the following media consumption activities do consumers typically spend the most time?

A)Watching TV in the home
B)Watching playback TV
C)Using the internet on a PC
D)Watching video on the internet
E)Watching video on a mobile phone

Question 5

Convergence is most probably an outcome of which of the following?

A)Integrated marketing communication strategies
B)Anti-siphoning legislation
C)Program sponsorship
D)Collective ratings
E)The hybrid funding model

Question 6

Which of the following statements is true of advertising in broadcast media?

A)Broadcast messages are static.
B)Broadcast messages may be bought by centimetres of film.
C)Broadcast messages are fleeting.
D)The direct route to persuasion is often uppermost in the ad strategy.
E)Broadcast is a medium of space.

Question 7

The price of a television spot or set of spots is determined by the:

A)network managers
B)surrounding program
C)part of the day it is viewed
D)consumers
E)both (b)and (c)

Question 8

Broadcast media does NOT include which of the following?

A)Radio
B)Television
C)Video
D)Magazines
E)Film

Question 9

A major change in broadcast is _______,or the dissolving distinctions between media systems,distribution and content.

A)free-to-air television
B)convergence
C)user-generated content
D)product placement
E)interactivity

Question 10

The top 20 programs on Australian TV in 2008 were dominated by:

A)sports
B)news
C)drama
D)reality TV

Question 11

In television audience measurement,the term exposure is interchangeable with which term?

A)Impacts
B)Opportunity to see
C)Share
D)Rating
E)Homes using television

Question 12

Which group of consumers typically spends the most time watching video on the internet?

A)Teens
B)Persons aged 18-24
C)Persons aged 25-34
D)Persons aged 35-49
E)Persons aged 50-64

Question 13

One way to reach well-educated,affluent households is to sponsor a specific program on:

A)ABC
B)Imparja
C)Channel 10
D)Channel 9
E)Foxtel

Question 14

Program ________ is when the advertiser assumes part or all of the financial responsibility for producing a program.

A)advertising
B)ownership
C)subsidy
D)sponsorship
E)editing

Question 15

When viewers flick through different channels to avoid commercials,this is referred to as:

A)zoshing
B)zooming
C)zipping
D)zigging
E)zapping

Question 16

The only small independent television station left in Australia is:

A)SBS
B)Imparja
C)ABC
D)Foxtel
E)Arena

Question 17

Recording television programs without the hassles of videotape,letting users pause,do instant replays and begin watching programs even before the recording has finished,is known as ________.

A)broadband
B)high-definition TV
C)time-shifting
D)interactive television
E)syndication

Question 18

Broadcast is a medium of ________ and print is a medium of ________.

A)time;reach
B)targeting;space
C)time;space
D)reach;entertainment
E)space;targeting

Question 19

We have two predominant formats of television in Australia.They are:

A)free-to-air and pay television
B)subscription and pay television
C)subscription and Foxtel television
D)pay-as-you-go and annual rate television
E)none of the above

Question 20

Compared to the rest of the developed world,Australian television delivery is unique because:

A)we use superior technology
B)our open spaces help with reception
C)Australia is situated under a satellite
D)the majority of reception is free to the consumer
E)all of the above

Question 21

Which advertising medium has been called the 'theatre of the mind'?

A)Magazines
B)Radio
C)Newspapers
D)Television
E)Outdoor

Question 22

________ is the number of homes in a geographic area that are able to pick up a radio station clearly,whether those homes are actually tuned in or not.

A)Circulation
B)Coverage
C)Rating
D)Impression
E)Gross impression

Question 23

To be counted as 'reached' on TV,a household need only have the set on and tuned to the right channel.This is known as:

A)pure reach (PR)
B)real reach (RR)
C)households using television (HUT)
D)target audience ratings point (TARP)
E)none of these

Question 24

Another recent change in relation to radio is ________ radio,which has the potential to provide services by satellite to remote and regional areas,improving reception particularly for car and portable radios.

A)digital
B)BM
C)Foxtel
D)analogue
E)radioactive

Question 25

Community radio flourishes in Australia because of:

A)Australia's population growth
B)government-imposed limits on commercial licences
C)consumer demand
D)control of content by minority groups
E)all of the above

Question 26

37 Movies or cinemas sell time before the film starts for ________ and local and national advertising.

A)prestarts
B)captive showings
C)selective showings
D)trailers
E)movie advertising

Question 27

Radio began in Australia in:

A)1904
B)1914
C)1923
D)1932
E)1976

Question 28

Commercials set to music are known as ________.

A)musicals
B)lyrical
C)jingles
D)dual-coded
E)memorable

Question 29

Advertising in ________format has the ability to create a brand image and personality in a way that no other medium can.

A)radio
B)film
C)print
D)outdoor
E)none of the above

Question 30

The typical radio program day is divided into six segments called ________.

A)listener groups
B)drive times
C)coverages
D)ratings
E)none of these

Question 31

________ is the downloading of content to a computer or portable MP3 player.

A)Podcasting
B)Broadcasting
C)Downcasting
D)Outcasting
E)None of the above

Question 32

A restaurant chain wants to position itself as family friendly.Which of the following would be an advantage of advertising in cinemas at the beginning of film showings?

A)Ability to target consumers by the nature of the film and its rating
B)Ability to present the message as an attention-getting trailer
C)Ability to offer a more diverse range of films
D)The captive audience's appreciation for cinema advertising
E)Ability to place the message on DVDs

Question 33

Which advertising medium has the power to engage the imagination and communicate at a more personal level than other forms of media?

A)Radio
B)Television
C)Magazines
D)Newspapers
E)Outdoor

Question 34

The cost of commercial time for cinema advertising is based on:

A)the number of theatres showing the spot
B)the cinema's estimated monthly attendance
C)annual movie ticket sales nationally
D)all of the above
E)(a)and (b)

Question 35

________ has emerged as the 'new' news medium.It has a very different logic from the 'old' news medium,which was driven by journalistic values.

A)The internet
B)Talkback
C)Drive time
D)Electronic phone news
E)None of the above

Question 36

On average,Australians spend about ________ hours per day listening to the radio.

A)1.5
B)2
C)4
D)6
E)8

Question 37

While the uptake of digital radio is increasing,roughly _____ of Australian homes have one or more traditional radios:

A)25%
B)40%
C)60%
D)75%
E)90%

Question 38

The major growth in viewing of feature films has been in which of the following areas?

A)Weekday attendance at cinemas
B)Weekend attendance at cinemas
C)Attendance at the large chain theatres
D)Sales of DVDs
E)None of the above;viewing has declined

Question 39

Which of the following is NOT a disadvantage of advertising on television?

A)Inflexibility
B)Low cost-efficiency
C)Clutter
D)Wasted reach
E)Intrusiveness

Question 40

Which of the following is an advantage of advertising on radio?

A)Target audiences
B)Affordability
C)Frequency
D)Mental imagery
E)All of the above

Question 41

Australia has one of the highest percentages of pay TV subscribers in the world.

Question 42

Television has the ability to create a brand image and personality in a way that no other medium can.

Question 43

One advantage of advertising on radio is that radio is not normally perceived as an irritant and has a high consumer acceptance.

Question 44

The radio program is split into eight day parts.

Question 45

What is the biggest disadvantage of movie advertising?

A)People may not read or talk to others.
B)Movies will eventually be released on DVD.
C)Consumers are in a relaxed environment.
D)Consumers who paid for a ticket feel they shouldn't have to watch ads.
E)Consumers may prefer films of a different nature than the one they are viewing.

Question 46

How has use of digital technology affected the media options available to advertisers?

A)It has changed the basis of pricing commercial time.
B)It has increased the diversity of films,including live sports and music.
C)It has replaced the online digital market for movies.
D)It has made it more difficult for marketers to target ads by rating.
E)It has allowed large chain theatres to sell time ahead of film showings.

Question 47

Broadcast is a medium of space because it involves visual images and motion.

Question 48

The most common version of brand-funded entertainment so far has been product placement.

Question 49

A TARP (target audience ratings point)is similar to a rating but refers to a specific target market.

Question 50

Which of the following would NOT be considered a part of the filmed entertainment market?

A)Videos sold on DVD
B)Video DVDs rented from a kiosk
C)Movie trailers broadcast on television
D)Film showings preceded by previews
E)Movies viewed from a download site

Question 51

Cinema advertising plays to a captive audience,meaning audience members _______.

A)may not leave the theatre
B)may not read or talk to others
C)must agree with the message
D)must make a trial purchase
E)are enthralled by the message

Question 52

Product placement is popular because it is the cheapest type of advertising.

Question 53

The great advantage of brand-funded entertainment and product placement is that:

A)consumers like these products more
B)they are novel to consumers
C)they are not noticed
D)none of the above

Question 54

Convergence describes the dissolving distinctions between media systems,distribution and content.

Question 55

Most television advertising is sold as spot buys in 15,30 or 60 seconds of length.

Question 56

The average number of radios per Australian household is five.

Question 57

Network television is an expensive medium,but because of its traditionally high reach to a mass audience it is considered cost-efficient.

Question 58

Anti-subscription refers to legislation in Australia that ensures that FTA networks have first refusal on sporting events.

Question 59

The radio day part that goes from 4 p.m.to 7 p.m.is called drive.

Question 60

Convergence is most probably a direct outcome of the fleeting nature of broadcast media messages.

Question 61

Discuss three advantages and three disadvantages of advertising on television.

Question 62

In response to advertiser alarm about the penetration of new recording technologies,OzTAM and RegionalTAM now measure and report any viewing done in households within seven days of the original broadcast.What is this called and which recording technologies were they responding to?

Question 63

What are the three main reasons why practitioners need to find new ways to advertise brands?

Question 64

What are the major formats for radio advertising?

Question 65

Although radio may not be a primary medium for most businesses,it does have excellent reminder and reinforcement capability.

Question 66

The captive audience is the biggest advantage of movie advertising,because people in theatres do not consider advertising an intrusion.

Question 67

Cartridge World is opening in suburbs where it believes there is a high density of small business and home-office workers.The owners want to advertise their business and are looking for an advertising medium that will allow them to advertise frequently and at a low cost.Their offer is simple and explicit: save 30% on any branded ink by using their unique refill technology.Customers are asked to bring in their cartridges and refill them on the spot.It is a quick and easy service and reduces landfill.Based on this information,recommend the appropriate medium for Cartridge World.

Question 68

Name and define three ways of buying television advertising.

Question 69

The filmed entertainment market also includes video and DVD formats bought or rented from kiosks or rental subscription services.

Question 70

What makes the captive audience dimension the biggest disadvantage of movie advertising?

Question 71

Describe the difference between internet protocol TV and internet TV.

Question 72

You are working for a large multinational consumer goods brand.You've told them about your concerns with ad clutter and they ask if there are any alternatives to conventional advertising on TV or film that go beyond the traditional ad spot.What do you tell them?

Question 73

Haley and Lauren are starting a new business and planning their advertising strategy.They met with the local television station,who shared audience data to help them determine whether they should advertise on television.However,they were unfamiliar with the terms 'reach' and 'share of audience'.Explain these two concepts.

Question 74

What are the advantages of advertising with movie trailers?

Question 75

Real box-office expenditure on feature films has fallen in the past decade.

Question 76

In launching the first new commercial FM station in 20 years,Nova 96.9 advertised its unique selling proposition or competitive advantage as no more than two ads in a row.

Question 77

Discuss three advantages and three disadvantages of advertising on radio.