Deck 9: Broadcast Media: Television and Radio

Question 1

Smaller budget advertisers can purchase commercial time from

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

Answer 1

A

Question 2

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

Answer 2

C

Question 3

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

Answer 3

A

Question 4

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

Question 5

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 6

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

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

Question 7

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

A) 81
B) 10
C) 74
D) 98
E) 66

Question 8

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 9

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 10

Together,the CBC and CTV national networks reach 99 per cent of

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

Question 11

What medium does the "tuned-in generation" avoid?

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

Question 12

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 13

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 14

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 15

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 16

Alternative viewing of television content is a function of

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

Question 17

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

A) 99%
B) 85%
C) 76%
D) 68%
E) 60%

Question 18

Which device allows viewers to edit out commercials?

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

Question 19

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

Question 20

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 21

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 22

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 23

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) specialty cable channels
E) online advertising

Question 24

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 aged 18-49
D) males aged 25-65
E) females aged 15-35

Question 25

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 26

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 27

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 28

Television rates are lowest during

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

Question 29

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 30

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 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

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 33

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 34

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

A) rulings by the CRTC
B) length of contract
C) who the advertiser is
D) frequency potential
E) content of commercial

Question 35

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 36

An audio recording posted online is called

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

Question 37

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

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

Question 38

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 39

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 40

The normal length of television commercials is

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

Question 41

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 42

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 43

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 44

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 45

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 49-year-olds
E) teens and tweens

Question 46

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 47

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 48

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 49

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 50

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 51

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 52

If a commercial message reaches 20 per cent 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 53

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 54

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 55

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 56

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) at the gym
D) outside
E) at the grocery store

Question 57

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 58

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 59

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 60

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

A) 35%
B) 45%
C) 51%
D) 79%
E) 97%

Question 61

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

Question 62

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

Question 63

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

Question 64

Television advertising involves relatively low production costs.

Question 65

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

Question 66

PVRs allow viewers to edit out commercials.

Question 67

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

Question 68

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

Question 69

For some homes,television is a 600-channel universe!

Question 70

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

Question 71

The most prominent and ongoing television sponsorship in Canada is Grey's Anatomy.

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

Coca- Cola is a major sponsor for American Idol.

Question 77

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

Question 78

A commercial shown on any of the top 20 television shows in Canada has the potential to reach more than one million viewers.

Question 79

In Canada,there are only 10 specialty networks.

Question 80

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