Bea Ware Is Currently Selecting Media for an Advertising Campaign

question 9

Multiple Choice

Bea Ware is currently selecting media for an advertising campaign. She is studying some research findings from a cross- media study which, for a number of popular media vehicles, provides relative measures of ad recall; the amount of attention audience members pay to the medium and whether audience members have acted on the information in the ad. Bea is investigating:

• A) media reach.
• B) media interactivity.
• C) media frequency.
• D) media impact.
• E) none of the above

---

Definitions:

Friends

Individuals whom one knows, likes, and trusts, and with whom one shares interests and personal time.

Controls

Controls refer to the mechanisms, processes, or regulations designed to maintain order, accuracy, or to manipulate variables in experiments or systems.

Redirect

A strategy used to change the direction of a behavior or conversation towards a more desirable outcome.

Anger

An emotional state that varies in intensity from mild irritation to intense fury and rage, often triggered by perceived wrongs or frustrations.