Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They

question 55

Multiple Choice

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2) An oak furniture manufacturer is considering buying an ad in American Life.The brothers who own the firm want to know more about the number of people who will see the ad, beyond just circulation figures.Their media planner talks about the average number of times an individual or household within a target audience will be exposed to the ad in American Life in a given period of time, a concept called

• A)placement.
• B)frequency.
• C)reach.
• D)continuity.

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Definitions:

Conditioned Response

A learned response to a previously neutral stimulus that has been repeatedly presented along with an unconditioned stimulus.

Conditioned Response

An automatic response established by training to an ordinarily neutral stimulus.

Little Albert

An experiment in classical conditioning where a child was conditioned to fear a white rat, demonstrating how fears can be acquired through conditioning.

Instincts

Innate, typically fixed patterns of behavior in animals in response to certain stimuli.