Which of the Following Statements Is True of the Effects

question 85

Multiple Choice

Which of the following statements is true of the effects of reach and frequency of a media vehicle?

• A)Fewer than eight exposures is considered insufficient reach.
• B)More than 10 exposures are considered to be effective reach in most circumstances.
• C)The central goal of productive media planning should be to enhance frequency rather than reach.
• D)Evidence suggests that an exposure rate of one within a purchase cycle is an effective level.
• E)Frequency response principles or generalizations vary by medium.

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Definitions:

Entitativity

The degree to which a group is perceived as being a coherent and distinct entity, with members sharing common characteristics or a common fate.

Uncertainty-Identity Theory

A theory suggesting that individuals form or join groups in order to reduce uncertainty about themselves and their place in the world.

System Justification Theory

The theory that negative stereotypes get attached to groups partly because they help explain and justify why some individuals are more advantaged than others.

Terror Management Theory

A theory which says that to minimize fear of mortality, humans strive to sustain faith that they are enduringly valued contributors to a meaningful world and therefore transcend their physical death.