The Message Weight of a Media Plan Is Used as a Simple

question 59

Multiple Choice

The message weight of a media plan is used as a simple measure of the

• A)density or penetration of words as they appear in print, radio, or television copy.
• B)gross number of advertising messages delivered by the vehicles in a schedule.
• C)demographics of buyers or users of particular media vehicles.
• D)gross number of potential buyers within a media class.

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Definitions:

Incapacitation

A state of being unable to act or make legal decisions due to physical or mental limitations.

Undisclosed Principal

A principal whose existence is not known by a third party. That is, the third party does not know that an agent is acting on behalf of a principal.

Agent

An individual or entity authorized to act on behalf of another (known as the principal) in dealings with third parties, creating a legal relationship called agency.

Authority

The power or right to give orders, make decisions, and enforce obedience, or a person or organization having such power.