_____ Is the Number of Persons in the Primary Target

question 58

Multiple Choice

_____ is the number of persons in the primary target audience who the media buy will reach and the number of times those persons will be reached.

• A)Target ratings points
• B)Gross ratings points
• C)Coverage
• D)Effective reach
• E)Total market coverage

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Definitions:

Zero-Coupon Bond

A financial instrument that pays no regular interest, sold at a significant discount and redeemed for its full face value at maturity.

Duration

A measure of the sensitivity of the price of a bond or other debt instrument to changes in interest rates, often used to estimate the price's volatility.

Coupon Bond

A type of bond that pays the holder a fixed interest rate (coupon) periodically until the maturity date, at which point the principal amount is paid back.

Horizon Analysis

Forecasting the realized compound yield over various holding periods or investment horizons.