Have an account?
Skip to Content
Build your own quiz
30 questions
Show Answers
See Preview
- 1. Multiple Choice
The total average daily circulation of Canadian daily newspapers is 5.6 million copies. The total number of Canadian daily newspapers that contribute to that circulation is
55
68
110
96
- 2. Multiple Choice
The key difference between tabloids and broadsheets is
amount of advertising
size
content
cost
- 3. Multiple Choice
The largest circulation of a broadsheet daily newspaper is of
The Toronto Star
The Gazette
The National Post
The Globe and Mail
- 4. Multiple Choice
The two broad forms of newspaper advertising are
full page and fractional
contract and open line
display and classified
daily and community
- 5. Multiple Choice
Newspapers serve a(n) ________ so they are attractive to local merchants.
older market
well-defined geographic area
niche market
urban market
- 6. Multiple Choice
One of the biggest drawbacks of newspaper advertising is
lack of competition
its short lifespan
its size
the expense of an individual newspaper
- 7. Multiple Choice
If an advertiser wants to run an ad that is 5 columns x 10 inches deep, the size of the ad in agate lines would be
750 lines
500 lines
700 lines
250 lines
- 8. Multiple Choice
The transient rate applies to
casual advertisers
some sections of the paper
community newspaper advertisers
inserts
- 9. Multiple Choice
When advertisers agree to a "run of press," it means that
the publisher will decide on black and white or colour
advertisements will be placed at the discretion of the publisher
the ad may be run as a pre-printed insert
the ad may be run as a pre-printed insert
- 10. Multiple Choice
If an 8-page insert in the Toronto Star has a CPM rate of $10.00, then 421 700 inserts would cost
$2 272 500
$227.25
$42,170
$450 000
- 11. Multiple Choice
Since the circulations and costs of advertising (line rates) vary among newspapers, the advertiser must have a way of comparing the alternatives. To make this comparison, the advertiser may use a standard figure called the
position charges
multiple page charges
line rate
cost per thousand (CPM)
- 12. Multiple Choice
In terms of content and audience reached, magazine publications fall into two major categories:
horizontal and vertical
entertainment and sports
consumer and business
general interest and special interest
- 13. Multiple Choice
A controlled circulation magazine
is distributed free to a predetermined target
is an insert inside a newspaper
appeals to all market segments
is also classified as junk mail
- 14. Multiple Choice
The primary advantage of magazines is
number of ads in a single issue
target-market selectivity
cost
frequency
- 15. Multiple Choice
When advertisers agree to purchase space in consecutive issues of a magazine they are offered a
short rate
corporate discount
transient rate
continuity discount
- 16. Multiple Choice
On a daily basis, radio reaches what percentage of adults?
89
10
98
74
- 17. Multiple Choice
The Pacific network is an example of one of the CBC's
regional networks
competitors
international networks
Chinese-language networks
- 18. Multiple Choice
Stations such as HGTV (home and garden) are attractive to advertisers wanting to
reach pay-TV audiences
increase reach
reach specific demographic and lifestyle targets
reach smaller audiences
- 19. Multiple Choice
Television advertising has several advantages. Consumer ability to identify the packages of new products is the result of
demonstration capability
high reach
coverage flexibility
demographic selectivity
- 20. Multiple Choice
Audience fragmentation is the result of several factors, including
text-messaging
the lack of specialty networks
increased magazine readership
new digital channels
- 21. Multiple Choice
TV ratings are estimated based on data collected by
telephone surveys
people meters and panels
cable boxes
satellites
- 22. Multiple Choice
The visible placement of branded merchandise in television shows, films, and video games is referred to as
a selective spot
branded content
sponsorship
product placement
- 23. Multiple Choice
For national television, advertising costs depend largely on
the size of the potential market
the laws of supply and demand
cable and satellite providers
the advertising agency
- 24. Multiple Choice
TV advertising rates are lowest during
prime time
late fringe
daytime
early frinde
- 25. Multiple Choice
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
clutter
clustering
optimizing
split 30s
- 26. Multiple Choice
A Run-of-Schedule discount offered to an advertiser will allow the television station to
edit a contract at any time
schedule a commercial at its discretion
pre-empt any commercial
consult an advertiser to choose when its commercial will air
- 27. Multiple Choice
A total audience plan in radio advertising is a
frequency discount
run-of-schedule rate
reach plan
continuity discount
- 28. Multiple Choice
Of all the places Canadian consumers listen to the radio, a high amount of listening is done
while waiting for the bus
daily commute to work
while driving
while having breakfast
- 29. Multiple Choice
Horizontal rotation refers to the placement of commercials based on the
day of the week
time of the year
time of day within various dayparts
selection of Am vs. FM
- 30. Multiple Choice
The difference between AM and FM radio is characterized by
audience profiles
the way in which the signals are transmitted
the way demographics change according to daypart
the call letters they are assigned
- Answer choicesTagsAnswer choicesTags