In Evaluating the Best Advertising Medium to Reach a Specific

question 108

Multiple Choice

In evaluating the best advertising medium to reach a specific target market the clear choice is

• A) cable television.
• B) newspapers.
• C) network television.
• D) direct mail.

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Definitions:

Seasonal Factor

A quantitative adjustment factor applied to economic or statistical data to account for seasonal variations of the data point.

Exponential Smoothing

A forecasting technique that applies decreasing weights to past observations as they recede in time.

Exponential Smoothing Model

A time series forecasting technique that applies weighting factors which decrease exponentially to past observations.

Mean Absolute Percentage Error

A measure used in statistics to assess the accuracy of a forecast or prediction, calculated as the average of absolute percentages of errors between predicted and observed values.