Audience Quality, Audience Engagement, and Editorial Quality Are Most Likely

question 128

Multiple Choice

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

• A) decides on media timing
• B) selects an execution style
• C) selects a media vehicle
• D) evaluates return on investment
• E) measures the communication effects of an advertisement

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Definitions:

Mental Set

The tendency for people to persist in using problem-solving patterns that have worked for them in the past.

Brainstorming

A group creativity technique designed to generate a large number of ideas for the solution of a problem.

Concepts

Ideas that represent a class or category of objects, events, or activities.

Mental Categories

Conceptual classifications or groupings of objects, events, or individuals based on common features or properties.