The Allocation of Media Dollars Is by Far the Largest

question 52

True/False

The allocation of media dollars is by far the largest portion of the advertising budget so the media planner is expected to gain the greatest cost efficiencies.

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Definitions:

Spreading Activation

A theory in cognitive science proposing that thoughts or ideas in a network of neurons can trigger related thoughts or memories.

Cognitive Economy

A principle in cognitive psychology that suggests humans strive to simplify cognitive processes and structures to minimize effort.

Frequency of Association

A concept in psychology referring to how often two ideas, words, or concepts are linked together in a person's memory, affecting the ease of recall or recognition.

Encoding Specificity

The principle that recall is more effective if the context at the time of encoding matches the context at the time of retrieval.