The Vehicle Option Source Effect Refers to The

question 95

Multiple Choice

The vehicle option source effect refers to the:

• A)different reach and frequency provided by different media vehicles.
• B)fact that people perceive ads differently depending on their context.
• C)responses that come from using a flighting, pulsing, or continuity scheduling strategy.
• D)opportunity costs of the various media vehicles that are not chosen.
• E)battle between budget constraints and creative options.

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Definitions:

Chattels

Personal property that is tangible and movable.

Intellectual Property

Personal property in the form of ideas and creative work.

Intangible Property

Assets that do not have a physical presence, such as copyrights, patents, and trademarks.

Joint Tenancy

Shared property ownership with a right of survivorship.