Scenario 12-6 Taylor, Fern, and Hynes Have Recently Published a Short Booklet

question 36

Multiple Choice

Scenario 12-6
Taylor, Fern, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. 
-(Scenario 12-6) "When a firm compares its brand advertising expenditures in a medium to the total product category advertising expenditures in a medium,it is able to determine the: 

• A) cost per thousand." 
• B) share of voice." 
• C) cost per rating point." 
• D) reach and frequency."

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Definitions:

Accessory Equipment

Items that are not central to the core function of a business or process but are supplementary or support operations, such as office supplies or machinery attachments.

Computer Network

A set of computers connected together for the purpose of sharing resources, data, and applications.

Product Form

The specific physical or intangible attributes that distinguish one product from another.

Product Class

A broad category that groups products based on common characteristics, uses, or target market.