For Advertisers with Precisely Defined Target Markets, the Use of Television

question 21

Multiple Choice

For advertisers with precisely defined target markets, the use of television is wasteful because

• A) it offers creative flexibility
• B) the message will reach many outside the target
• C) commercials are placed in a cluster
• D) programs are only compatible with specific audiences
• E) spots can be purchased from individual stations

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Definitions:

Social Exchange Theory

The theory that our social behavior is an exchange process, the aim of which is to maximize benefits and minimize costs.

Equity Theory

A theory of motivation that proposes individuals are motivated by a sense of fairness in the reward-to-effort ratio compared to others.

Reward Theory

A psychological theory that suggests human behavior is motivated by the desire for rewards or incentives.

Opposites Attract Theory

The hypothesis that individuals are attracted to others with different personality traits or physical attributes than themselves.