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:

Decision Making

is the cognitive process of selecting a course of action from among multiple alternatives.

Psychophysics Experiments

Studies that explore the relationship between physical stimuli and the sensations and perceptions they produce.

Subjective Evaluation

An assessment based on personal feelings, tastes, or opinions rather than on external facts or evidence.

Mental Fatigue

A state of cognitive tiredness caused by prolonged periods of cognitive activity, leading to a decrease in performance and often accompanied by a lack of motivation.