________ Measure How Many Consumers Were Exposed to the Message

question 75

Multiple Choice

________ measure how many consumers were exposed to the message and its characteristics.

• A) Message receipt measures
• B) Media exposure effects
• C) Customer profile measures
• D) Data aggregation measures
• E) Nielsen net effects

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Definitions:

Prototype View

The prototype view is a theory in cognitive science suggesting that people categorize objects and ideas based on a mental image or "prototype" that represents the most typical example of a category.

Prototype

An abstract representation of an idealized member of a class of objects or events.

Exemplar

A specific instance, example, or case that is representative of a concept, category, or phenomenon.

Schema

An organized framework for representing knowledge that typically includes characters, plots, and settings and incorporates both general knowledge about the world and information about particular events. See also script and story grammar.