Based on Recency Theory, the Best Media Strategy for a Firm

question 45

Multiple Choice

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

• A)place an ad in few media, but use a high frequency level.
• B)maximize reach through using multiple media and multiple outlets.
• C)maximize frequency through using just a few media outlets.
• D)utilize broadcast media that offer the lowest CPM.

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Definitions:

Economic Gain

The benefit or profit derived from engaging in economic activities or investments.

Programmed Solution

Predetermined responses or solutions to routine problems or issues.

Rules Of Thumb

Simple, general principles or guidelines that are not based on precise calculations, but are used to make quick decisions or estimations.

Routines

Repetitive sequences of actions regularly followed in daily operations or processes.