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:

Goodness-Of-Fit Test

A statistical method employed to assess the alignment between observed data and its predicted distribution.

Degrees Of Freedom

The number of independent values or quantities which can vary in an analysis without breaking any constraints.

Proportion Of Successes

A statistical measure that calculates the ratio of successes in a set of observations to the total number of observations.

Z Test

Utilized to check for differences in the means of two populations, this statistical test requires that variances are known and that there is a considerable sample size.