In Advertising Media Selection, Frequency Describes the Qualitative Value of Message

question 68

True/False

In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

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Definitions:

Joseph Wolpe

A South African psychiatrist best known for developing systematic desensitization, a method used in behavior therapy to treat phobias and other anxiety disorders.

Virtual Reality Exposure Therapy

A counterconditioning technique that treats anxiety through creative electronic simulations in which people can safely face their greatest fears, such as airplane flying, spiders, or public speaking.

Aversive Conditioning

A type of behavior conditioning where an unpleasant or painful stimulus is used to reduce the likelihood of a behavior reoccurring.

Cognitive-behavioral Therapy

A psychotherapeutic treatment that helps patients understand the thoughts and feelings that influence behaviors, aiming to change negative patterns.