Today, as More Firms Launch Innovative New Combinations of IBP

question 54

Multiple Choice

Today, as more firms launch innovative new combinations of IBP and branded entertainment, media planners will be greatly impacted.For example, they will have to

• A)live with a less critical and interesting role in the future.
• B)accept that television is no longer a viable avenue for advertising.
• C)learn how to deal with media that are much less targeted.
• D)regularly factor in both measured and unmeasured media.

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Definitions:

Gold Stock

A quantity of gold held by a central bank or government to support the value of its currency and as a form of investment.

Money Supply

The sum of all financial assets in an economy, including cash, coins, and the amounts in checking and savings accounts at a given point in time.

International Currency

A currency that is widely used for global transactions and accepted between countries, such as the US dollar or Euro.

Paul Krugman

An American economist and columnist known for his work on international economics, trade theory, and economic geography, as well as for being a Nobel laureate.