Which of the Following Characteristics of Magazines Might Discourage a Media

question 77

Multiple Choice

Which of the following characteristics of magazines might discourage a media planner from buying magazine space?

• A)poor interaction between vehicle and readers
• B)the lack of local, regional, or geographic emphasis
• C)the long closing dates as well as the high cost, on a CPM basis
• D)the lack of ability to segment markets
• E)reduced frequency, despite the lower cost

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Definitions:

DRL

Differential Reinforcement of Low Rates, a behavior modification strategy aimed at reducing the frequency of undesired behaviors.

DRL-IRT Schedule

A DRL schedule in which the target behavior is reinforced following a specified interval of time since the previous episode. The interval is determined by calculating interresponse time (IRT). The interval length is gradually increased until the target behavior occurs only after longer periods of time have passed.

Differential Reinforcement

A behavior modification technique that reinforces desired behaviors while withholding reinforcement for undesired behaviors.

Differential Reinforcement

The process of reinforcing specific behaviors while not reinforcing other behaviors, used to increase desired behaviors and decrease undesired ones.