Scenario 12-4 You Scan Job Advertisements Available in Dallas on Craigslist.com and Craigslist.com

question 14

Multiple Choice

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, "Entry-level position in media." You click on it, and the ad says, "Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable." You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week. 
-(Scenario 12-4) The interviewer says that it's very important to calculate the effective reach of each ad in order to make it effective and then asks you,"Can you tell me how the effective reach of an ad can be calculated?" Which of the following should be your response? 

• A) "By finding the number of consumers in a target audience that are exposed to an ad some minimum number of times." 
• B) "By measuring the dollar cost of reaching 1,000 members of an audience using a particular medium." 
• C) "By calculating the total number of essential good mentions against the total number of bad mentions about a brand." 
• D) "By measuring an ad's brand expenditures relative to the overall spending in a product category."

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