An Additional Responsibility of the Media Planner When Developing Media

question 36

Multiple Choice

An additional responsibility of the media planner when developing media strategy is:

• A)matching prospects for a product with users of specific media.
• B)creating the promotional theme.
• C)selecting the desired number of trade inserts during the product-purchase cycle.
• D)selecting spokespersons.
• E)selecting the best visual approach.

---

Definitions:

Utility Maximizing Rule

A principle in economics stating that to maximize satisfaction or utility, consumers allocate their expenditures so that the last unit of currency spent on each product provides the same level of marginal utility.

Budget Constraint

The limitation on the purchasing ability of a consumer based on available income and prices.

Marginal Utilities

The extra pleasure or benefit derived from consuming one more unit of a product or service.

Hard Candies

Sweet confections made by boiling sugar syrup to a high temperature and then cooling it to form solid candies.