In the Context of Evaluating Media Strategies to Measure Advertising

question 49

Multiple Choice

In the context of evaluating media strategies to measure advertising effectiveness, owing to the increasing costs of media time, it is important to evaluate

• A)the duration of association between a company and its spokesperson.
• B)the value of customer juries.
• C)flighting versus pulsing or continuous schedules.
• D)whether or not to conduct posttesting.
• E)the readability of the print ad.

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Definitions:

Lowest Terms

A fraction in which the numerator and denominator have no common factors other than 1, making it the simplest form of the fraction.

Decimal

A system of numbers based on powers of ten, incorporating a point to separate the integer part from the fractional part of a number.

Lowest Terms

The simplest form of a fraction, where the numerator and the denominator are reduced to their smallest values.

Arabic Numerals

A widely used numerical system that includes the digits 0 through 9, originated in India and later adopted by the Arab world.