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

question 58

Multiple Choice

Scenario 12-6
Taylor, Frenz, 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 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) "The calculation known as ____ compares the relative efficiency between media options by examining the ratio of an ad's placement costs on a program to the program's ratings."

• A)cost per thousand
• B)net promoter score
• C)cost per rating point
• D)square root law

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Definitions:

Oxidation Number

A number that represents the total number of electrons an atom either gains or loses in order to form a chemical bond with another atom.

Ca

Chemical symbol for Calcium, a reactive, soft metallic element that is a member of the alkaline earth metals.

Oxidation Number

A value that represents the number of electrons lost or gained by an atom in a compound compared to its elemental state.

C

Carbon, an element with the atomic symbol 'C', known for its ability to form a vast number of compounds, more than any other element.