Question 1

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

Accepted Answer

The answer of Which of television's strengths applies to the...

Question 2

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

Accepted Answer

Selectivity is the ability of television to target specific demographics or audiences. In this case, the toy company is targeting kids who are likely to be watching the Sponge Bob Square Pants show on a Saturday morning, making use of the selectivity of television advertising.

Question 3

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

Accepted Answer

Television has the ability to reach large audiences in a relatively cost efficient manner, making it a popular advertising medium among companies selling products and services to mass markets. While the absolute cost of television advertising may be high compared to other mediums, the reach and potential impact it can have on consumers makes it a worthwhile investment for many businesses. Developing effective television advertising does require creativity, but this is not necessarily unique to television and would also be required for other advertising mediums. Finally, while there is some geographic selectivity with television advertising (such as selecting specific local or regional markets), it is not as precise as other mediums like digital advertising.

Question 4

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.

Accepted Answer

Spiralling media costs have resulted in advertisers preferring shorter commercials. As media costs continue to rise, advertisers are looking for ways to save money while still getting their message across. Shorter commercials are cheaper to produce and air, making them a more cost-effective option. Fifteen-second spots have become increasingly popular because they still provide enough time to convey a message while being more affordable than longer commercials.

Question 5

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.

Accepted Answer

Share of audience measures the percentage of households watching a particular program out of all households currently watching TV, while program ratings calculate the percentage of all households with TVs, whether they are currently watching TV or not. Therefore, share of audience can be higher than program ratings unless every household with a TV is watching something, making C correct.

Question 6

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

Accepted Answer

Processing time refers to the amount of time it takes for the viewer to mentally process and interpret the information presented in the commercial. Given the limited duration of most TV commercials, it is important to factor in the viewer's processing time to ensure that the intended message is absorbed and understood.

Question 7

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.

Accepted Answer

This option does not describe the strength of television's reach, but instead provides statistics about a specific method of watching television.

Question 8

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

Accepted Answer

Zapping is the act of switching between two or more TV shows during commercial breaks. Tom switches to the other show as soon as commercials start, indicating that he is zapping.

Question 9

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

Accepted Answer

Television provides the ability to demonstrate a product in action and visually show its uses, making it the best choice for advertisers who want to showcase their product's functionality.

Question 10

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

Accepted Answer

Numeris uses people meter for collecting television audience information in a number of local markets. People meters are electronic devices that are attached to televisions and record what is being watched by audience members. This is a more accurate method than diary research or video monitoring, as it can capture viewing habits in real-time.

Question 11

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

Accepted Answer

Television's processing time is not an advantage because it typically involves longer lead times for production and scheduling compared to other media like digital advertising.

Question 12

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.

Accepted Answer

Advertisers have turned to shorter spots as a way of controlling their media costs, resulting in commercials becoming shorter over time.

Question 13

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

Accepted Answer

Clutter refers to the excessive number of advertisements and promotions that create an overwhelming environment for viewers, making it difficult for them to pay attention to any particular message. This is exactly what Bruce experienced while watching "Entertainment Tonight," which led to his frustration.

Question 14

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

Accepted Answer

The share of audience is calculated as the percentage of households watching a specific program out of all households with TVs turned on at that time. With 6 million total households and 50% having their TVs on, that means 3 million households had their TVs on. 1 million were watching the game, so the share is (1 million / 3 million) * 100 = 33%.

Question 15

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

Accepted Answer

The answer of A Numeris study suggests that TV watchers...

Question 16

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

Accepted Answer

Zipping refers to fast-forwarding through commercials, while zapping refers to changing channels to avoid commercials. Time shifting refers to recording a show to watch at a later time, which can involve zipping through commercials or skipping them entirely. Zooming is not a term commonly used in this context.

Question 17

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

Accepted Answer

The answer of Saturday morning television programming consists largely of...

Question 18

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

Accepted Answer

Broadcast time periods that reach specific types of audiences. Television advertisers can choose to schedule their advertisements during specific time slots that are likely to reach their target audience. For example, commercials for children's toys may be aired during Saturday morning cartoons, while ads for retirement communities may be shown during daytime programming aimed at an older audience. This allows advertisers to have more control over who sees their message.

Question 19

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

Accepted Answer

Television advertising can be very expensive due to the high costs of producing and airing commercials. This makes it difficult for companies with small advertising budgets to use television as it may not be a cost-effective option for them.

Question 20

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

Accepted Answer

Option D is not a limitation of television as an advertising medium, as it states that there are unlimited creative options for developing and presenting advertising messages. However, options A, B, and C are all limitations associated with television advertising, including commercial clutter, high production costs, and high airtime costs.

Quiz 11: Broadcast Media

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

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.

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

Which of the following statements about commercial length is true?

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

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.

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

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:

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

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

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

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

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

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

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:

Television can offer advertisers selective coverage of target audiences through:

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

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