Question 1

Smaller budget advertisers can purchase commercial time from

Accepted Answer

Smaller budget advertisers typically cannot afford to purchase commercial time from national networks or major media outlets such as CBC, CTV or CNN. Instead, they may choose to purchase commercial time from individual stations in their local area, which tends to be more cost-effective.

Question 2

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

Accepted Answer

HGTV caters to a specific demographic and lifestyle, namely homeowners or those interested in home improvement and gardening. Advertisers can target this audience directly to increase the effectiveness of their advertising efforts.

Question 3

An advantage of television as an advertising medium is

Accepted Answer

Television has a high impact and effectiveness as an advertising medium due to its ability to combine visual and auditory elements to create compelling ads that can reach a large audience.

Question 4

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

Accepted Answer

With services like Netflix, Hulu, and DVR capabilities, people are able to control when and where they watch their favorite shows and can skip through commercials. As a result, advertisers have had to find new ways to reach consumers with their messages.

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.

Accepted Answer

Studies show that early adopters of PVRs skip 90% of the ads in the programs they watch on their computers.

Question 6

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

Accepted Answer

According to the 2016 Statistics Canada census, 90% of Canadian households have access to cable or satellite TV.

Question 7

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

Accepted Answer

Radio reaches 81% of adults on a daily basis, making it a widely consumed medium.

Question 8

Generally,advertisers prefer that their commercials be placed

Accepted Answer

Advertisers generally prefer their commercials to be placed either first or last in a cluster because these positions are believed to have higher viewer attention and retention rates. Being first can capture attention before viewers tune out, and being last can leave a lasting impression as it's the final ad seen before returning to the program.

Question 9

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

Accepted Answer

Television advertising often reaches a wide audience, and therefore, can be wasteful for advertisers with precisely defined target markets. This is because the message being communicated may be seen or heard by many individuals outside the intended target, resulting in the loss of valuable advertising resources.

Question 10

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

Accepted Answer

The statement mentions "English-language households" and both CBC and CTV are national networks in Canada that broadcast in English, hence they reach 99 per cent of English-language households.

Question 11

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

Accepted Answer

The "tuned-in generation" refers to individuals who are highly engaged and informed about current events and popular culture. According to the context of the question, this group may avoid television as a medium because they may perceive it as outdated or lacking in credibility compared to other sources of information, such as online news or social media.

Question 12

Audience fragmentation is the result of several factors,including

Accepted Answer

Audience fragmentation refers to the increasing diversity and specialization of media audiences, which is often attributed to the proliferation of new digital channels. These channels include social media, streaming services, and websites that cater to specific interests or demographics. The other options - increased magazine readership, lack of specialty networks, text-messaging, and MP3 players - are not directly related to audience fragmentation.

Question 13

The number of specialty and traditional channels has led to

Accepted Answer

The increase in the number of specialty and traditional channels has led to audience fragmentation, which means that viewers are now spread out across multiple channels and platforms, making it harder for advertisers to target specific audiences.

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

Accepted Answer

The answer of Television offers high reach potential and relatively...

Question 15

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

Accepted Answer

The answer of A multitude of specialty networks is available...

Question 16

Alternative viewing of television content is a function of

Accepted Answer

The answer of Alternative viewing of television content is a...

Question 17

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

Accepted Answer

The latest statistics indicate that 99% of Canadian households are reached by both television and radio.

Question 18

Which device allows viewers to edit out commercials?

Accepted Answer

Personal video recorders (PVRs) are devices that allow viewers to record television shows and then watch them later at their convenience. They also give the viewer the ability to fast-forward through commercials, essentially allowing them to edit them out.

Question 19

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

Accepted Answer

The Pacific network is one of the six regional networks of CBC.

Question 20

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

Accepted Answer

The answer of Television advertising has several advantages.Consumer ability to...

Quiz 9: Broadcast Media: Television and Radio