Media Selection Decisions Are Related to the Target Audience, the Type

question 313

Multiple Choice

Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and

• A) the capabilities of the advertising agency.
• B) audience preferences.
• C) the costs of alternative media.
• D) media spending by competitors.
• E) available airtime.

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Definitions:

Prosocial Behavior

Behavior that benefits others, such as helping, cooperation, and sympathy.

Altruism

Unselfish acts or behavior by which an individual or group benefits others at their own expense, without expectation of reward or recognition.

Bystander Effect

A social factor that affects prosocial behavior: As the number of bystanders at an emergency increases, the probability that the victim will receive help decreases, and the help, if given, is likely to be delayed.

Catastrophes

Large-scale disasters or events causing great damage or suffering.