When a Media Planner Determines Whether an Advertisement for Diapers

question 136

Multiple Choice

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

• A) profit margin
• B) flexibility
• C) rate of depreciation
• D) audience quality
• E) cost per exposure

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Definitions:

Hue

A dimension of color that is determined by the wavelength of light; the term is often used to refer to the name of the color such as red, blue, or yellow.

Amplitude

The measure of the loudness of a sound; expressed in the unit called the decibel.

Dimensions

Measurements in length, width, and depth that define the size and shape of an object or the magnitude of a concept.

Nonspectral Colors

Colors that do not appear in the spectrum because they arise from the mixing of various wavelengths of light, such as purple, magenta, or pink.