Question 1

This kind of branded content programming is moving toward:
A) multi-brand participation
B) executive sponsorship
C) syndication
D) the Internet

Accepted Answer

Branded content programming is increasingly moving towards the Internet due to the vast audience reach, targeted advertising capabilities, and the interactive nature of online platforms. This shift allows for more direct engagement with consumers and the ability to track and analyze viewer behavior in real-time.

Question 2

Which of the following is NOT a reason why national advertisers might use spot television advertising?
A) concentrate advertising in areas where market potential is the greatest
B) concentrate advertising in areas where more ad support is needed
C) offer support and cooperative advertising to local dealers and retailers
D) advertise a product with wide-spread distribution

Accepted Answer

National advertisers would use spot television advertising to target specific geographic areas where they want to concentrate their advertising efforts, which is not applicable for products with widespread distribution. Therefore, option D is not a reason why national advertisers might use spot television advertising.

Question 3

The buying period for television advertising time that runs throughout the television season is known as the _____ market.
A) up-front
B) continual
C) scatter
D) local

Accepted Answer

C

Question 4

One of the biggest threats to the cable television industry in the 1990s was:
A) competition from direct broadcast satellite (DBS) services
B) the creation of consortiums of advertisers for the purpose of improving network television
C) the exponential growth of the use of PVRs
D) CRTC rulings on lengths and commercial placements

Accepted Answer

Direct broadcast satellite services provided a cheaper and more flexible alternative to cable TV, which threatened the cable industry's monopoly in providing television services to consumers. This led to increased competition and forced the cable industry to adapt and improve its services to remain relevant.

Question 5

_____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers.
A) Network advertising
B) Spot advertising
C) Regional advertising
D) Syndication

Accepted Answer

Spot advertising refers to the purchase of airtime on individual local television stations, in which stations negotiate directly with advertisers, rather than being part of a larger network advertising purchase. Regional advertising would typically refer to a broader geographic area, rather than individual local stations. Syndication refers to the licensing of programming to multiple outlets, rather than advertising specifically.

Question 6

A network assembles a series of ______ local TV stations,to which it supplies programming and services.
A) remote
B) affiliated
C) hostile
D) successful

Accepted Answer

The term "local TV stations" suggests that the stations are physically located in specific geographic regions. The term "assembles" suggests that the network is bringing these stations together, likely through some kind of agreement or affiliation. Therefore, the best choice is "affiliated." "Remote" does not accurately describe the relationship between the network and the stations, as they are likely in close proximity. "Hostile" is an entirely negative term that does not fit the context, and "successful" does not accurately describe the relationship between the network and the stations.

Question 7

Which of the following statements about spot advertising is true?
A) Spot advertising offers flexibility in adjusting to local market conditions.
B) Spot advertising is confined to station breaks between programs on network originated shows.
C) Spot advertising is subject to less clutter than network advertising.
D) Only local advertisers use spot advertising.

Accepted Answer

Spot advertising offers flexibility in adjusting to local market conditions, which means that it can be tailored to the specific needs of a particular geographic area. This is in contrast to network advertising, which is more standardized and less able to be customized to local market conditions. Choice B is incorrect because spot advertising can be placed in a variety of programming, not just network originated shows. Choice C is incorrect because spot advertising can still be subject to clutter, although it may be less than network advertising. Choice D is incorrect because national advertisers can also use spot advertising.

Question 8

Which of the following is NOT a benefit of advertising on specialty networks?
A) no large up-front commitment is necessary
B) lower overall advertising rates
C) consumer popularity enhances viewership numbers
D) mass appeal of specialty programming fits shotgun approach to reach objectives

Accepted Answer

The mass appeal of specialty programming does not fit the shotgun approach, as specialty networks are specifically targeted towards niche audiences rather than a broad, general audience.

Question 9

The reason for a company using ______ is that the company has control over the number,placement,and content of its commercials.
A) participation
B) sponsorship
C) syndication
D) countertrade

Accepted Answer

Sponsorship allows a company to have control over the number, placement, and content of its advertisements, as it is paying for and arranging the sponsorship deal. Participation refers to a company's involvement in a group effort or program, and may not necessarily give the company control over its own commercials. Syndication refers to the distribution of content through multiple outlets, and countertrade refers to trading goods or services instead of using currency as payment.

Question 10

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:
A) allows companies to capitalize on the prestige of a high-quality program
B) is relatively inexpensive
C) means the advertiser can run more commercials per hour since time regulations do not apply
D) broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots

Accepted Answer

Sponsorship allows companies to associate their brand with the prestige of a high-quality program, leveraging the program's reputation to enhance their own. This is a key reason companies prefer sponsorship arrangements.

Question 11

CFTO in Toronto and CFCF in Montreal show CTV programming.These local television stations that are associated with national television networks are known as:
A) satellite networks
B) local nets
C) affiliates
D) regional networks

Accepted Answer

Local television stations that are associated with national television networks are known as affiliates.

Question 12

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.
A) Station managers
B) Affiliates
C) Negotiators
D) Station reps

Accepted Answer

Station reps are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers. They are responsible for selling airtime for their affiliated stations to national advertisers and agencies, maximizing revenue for both the stations and themselves.

Question 13

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________,allowing consumers access to similar extensive channel choices.
A) public broadcasters
B) advertising consortiums
C) digital cable
D) CRTC guidelines around competition between telco providers

Accepted Answer

Digital cable allowed consumers access to similar extensive channel choices as satellite broadcasts, thus swinging the pendulum back towards cable services.

Question 14

Most national advertisers:
A) use only network advertising
B) prefer spot advertising because of lower rates, less clutter, and more flexibility
C) use both network and spot advertising and try to effectively combine the two
D) do not need to concern themselves with spot advertising

Accepted Answer

Most national advertisers use both network and spot advertising and try to effectively combine the two. Network advertising offers a wide reach and frequency, while spot advertising allows for targeted and customized messaging. By combining both, advertisers can maximize their reach and impact.

Question 15

With ____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.
A) sponsorships
B) adjacencies
C) syndications
D) countertrades

Accepted Answer

Sponsorships involve advertisers taking responsibility for the production and content of a program, as well as the advertising that appears within it. With sponsorships, advertisers are closely associated with the program content and may have more control over how their brand is presented.

Question 16

The proliferation of specialty channels has influenced the nature of TV as an advertising medium.Expanded viewing options have led to considerable audience ______.
A) hostility
B) fragmentation
C) happiness
D) confusion

Accepted Answer

The phrase "expanded viewing options" indicates that there are now more channels available to viewers, which has led to the audience being fragmented or divided among the different channels. This means that it is more difficult for advertisers to reach a large and diverse audience through TV advertising.

Question 17

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.
A) network
B) affiliate
C) aggregated
D) spot

Accepted Answer

Network advertising refers to the placement of advertising on a national broadcast network that is transmitted simultaneously to all affiliate stations across the country. This allows for a large reach but may also come with a higher cost.

Question 18

In the early days of television,the production and content of most television programs was the responsibility of:
A) the networks
B) the local affiliate
C) corporations who sponsored the shows
D) independent production companies

Accepted Answer

In the early days of television, corporations who sponsored the shows were primarily responsible for the production and content. This sponsorship model allowed companies to directly influence the programming to align with their marketing goals.

Question 19

The traditional approach to sponsorship,with corporations being responsible for developing program content,has been updated,under the name:
A) branded production
B) advertiser ownership
C) original content
D) branded entertainment

Accepted Answer

The traditional approach to sponsorship, where corporations develop program content, has been updated and is now called "branded entertainment". This is because companies are now creating content that is designed to be entertaining in its own right, rather than simply promoting their products or services. Branded entertainment is a more effective way for companies to build a relationship with consumers and can be used across various media, including television, movies, and social media.

Question 20

All non-network television advertising done by a national advertiser is known as _____ advertising.
A) up-front
B) spot
C) local
D) regional

Accepted Answer

Spot advertising refers to television ads that are broadcasted to a specific area or market rather than on a national level. Non-network means that the advertiser is not using a specific network (like ABC or NBC) to air their commercial. Therefore, spot advertising is the most appropriate term for this type of advertising.

Quiz 11: Broadcast Media

This kind of branded content programming is moving toward:

Which of the following is NOT a reason why national advertisers might use spot television advertising?

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

One of the biggest threats to the cable television industry in the 1990s was:

_____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers.

A network assembles a series of ______ local TV stations,to which it supplies programming and services.

Which of the following statements about spot advertising is true?

Which of the following is NOT a benefit of advertising on specialty networks?

The reason for a company using ______ is that the company has control over the number,placement,and content of its commercials.

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

CFTO in Toronto and CFCF in Montreal show CTV programming.These local television stations that are associated with national television networks are known as:

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

The pendulum that took viewers away from cable services to satellite broadcasts swung back the other way with _________,allowing consumers access to similar extensive channel choices.

Most national advertisers:

With ____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

The proliferation of specialty channels has influenced the nature of TV as an advertising medium.Expanded viewing options have led to considerable audience ______.

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

In the early days of television,the production and content of most television programs was the responsibility of:

The traditional approach to sponsorship,with corporations being responsible for developing program content,has been updated,under the name:

All non-network television advertising done by a national advertiser is known as _____ advertising.