What Decision Criterion Do Media Planners Use to Help Decide

question 19

Multiple Choice

What decision criterion do media planners use to help decide how much to budget in each DMA or region and for each target audience?

• A) image transfer
• B) average frequency
• C) effective frequency
• D) weighting
• E) optimum frequency

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Definitions:

Working Memory

A cognitive system responsible for temporarily holding and processing information relevant to cognitive tasks such as learning, reasoning, and comprehension.

Implicit Memories

Memories that influence our behaviors and experiences unconsciously, without our deliberate recall of these memories.

Motor Skills

The abilities required to control the precise movements of muscles to perform specific actions, often divided into fine (small movements) and gross (larger movements) motor skills.

Classically Conditioned Associations

Learned connections between two stimuli, established through conditioning, where a neutral stimulus becomes associated with a meaningful stimulus, eliciting a response.