If Media Coverage Reaches People Who Are Not Sought as Buyers

question 105

Multiple Choice

If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:

• A)rate differentials.
• B)pass-along audience problems.
• C)excess frequency.
• D)waste coverage.
• E)weighted exposurE.A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience.If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

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Definitions:

Hypothetical Question

A type of query that is based on imagined or theoretical circumstances, often used for speculation or to explore outcomes.

Hearsay Rule

A legal principle that excludes the use of secondhand testimony in court because it is not made under oath or subject to cross-examination.

Spousal Privilege

A legal right that protects spouses from being forced to testify against each other in court.

Present Sense Impression

A legal term referring to an exception to the hearsay rule, allowing a statement describing or explaining an event or condition made while the declarant was perceiving the event or condition, or immediately thereafter, to be admissible as evidence.