In the 1960s,there Were Only Three Television Networks and Most

question 106

Multiple Choice

In the 1960s,there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 1,600 channels to choose from.This is an example of which problem facing media planners?

• A) Media fragmentation
• B) Flighted media
• C) Effective frequency
• D) Effective reach
• E) Media consolidation

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Definitions:

Representativeness Heuristic

Estimating the likelihood of events in terms of how well they seem to represent, or match, particular prototypes; may lead us to ignore other relevant information.

Availability Heuristic

Estimating the likelihood of events based on their availability in memory; if instances come readily to mind (perhaps because of their vividness), we presume such events are common.

Insight

A sudden realization of a problem’s solution; contrasts with strategy-based solutions.

Engineering Problem

A challenge or issue within the field of engineering that requires a solution, often involving mathematical, scientific, and practical knowledge.