Ratings Measure The

question 62

Multiple Choice

Ratings measure the:

• A) relative efficiency of a media vehicle in hitting a target market
• B) percentage of a households tuned into a particular television show or viewing a medium such as a magazine
• C) quality of the vehicle relative to its promotional impact
• D) degree of clutter on a given night

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Definitions:

Unconscious Thoughts

Mental processes that occur without conscious awareness, influencing perceptions, feelings, and behaviors without our direct knowledge.

Halo Effect

Tendency of an interviewer to allow positive characteristics of a client to influence the assessments of the client’s behavior and statements.

First Meeting

an initial encounter between two or more individuals or parties, often setting the tone for a future relationship or interaction.

Unstructured Interviews

A qualitative data collection method where the interviewer asks open-ended questions, allowing for spontaneous and natural responses.