The Media Model "Recency" Suggests That

question 63

Multiple Choice

The media model "recency" suggests that

• A) reach is always more important that frequency
• B) reach and frequency are less important than GRPs
• C) frequency is the most important variable
• D) reach and frequency must be balanced delicately
• E) advertising works best when consumers are ready to buy

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Definitions:

PET Scan

Positron Emission Tomography, a sophisticated imaging technique that uses radioactive substances to visualize and measure changes in metabolic processes and in other physiological activities including blood flow, regional chemical composition, and absorption.

Tracer

A radioactive substance used in medical imaging or scientific research to track the presence or distribution of substances within the body or environment.

Scintigraphy

A diagnostic imaging technique using radioactive substances to visualize and measure the function of organs and tissues.

Balloon Angioplasty

A medical procedure that uses a balloon-tipped catheter to widen narrowed or blocked arteries, typically to treat cardiovascular disease.