Using Linear Programming to Maximize Audience Exposure in an Advertising

question 29

Multiple Choice

Using linear programming to maximize audience exposure in an advertising campaign is an example of the type of linear programming application known as

• A)media selection.
• B)marketing research.
• C)portfolio assessment.
• D)media budgeting.
• E)All of the above

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Definitions:

System 2

A term often used in behavioral economics, referring to slow, deliberative, and analytical thinking, contrasted with fast, instinctive, and emotional 'System 1' thinking.

Neoclassical Assumption

Underlying principles of neoclassical economics that include rationality, individuals maximizing utility, firms maximizing profits, and markets tending toward equilibrium.

Rational Behavior

Human behavior based on comparison of marginal costs and marginal benefits; behavior designed to maximize total utility. See rational.

Cognitive Biases

Systematic patterns of deviation from norm or rationality in judgment, whereby inferences about other people and situations may be drawn in an illogical fashion.