Which Metric Is Designed to Estimate the Impact of an Integrated

question 115

Multiple Choice

Which metric is designed to estimate the impact of an integrated campaign that includes both digital and measured media?

• A)frequency distribution
• B)gross rating points (GRPs)
• C)targeted rating points (TRPs)
• D)share of voice
• E)total audience impressions

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Definitions:

Direct Method

An approach in accounting that allocates service department costs directly to producing departments without considering service departments' interrelations.

Operating Activities

Transactions and other events related to the primary operations of a business, such as selling products or services.

Indirect Method

A technique used in cash flow statement preparation that starts with net income and adjusts for changes in balance sheet accounts to arrive at cash flow from operating activities.

Cash Flows

The total amount of money being transferred in and out of a business, especially as affecting liquidity.