The Evaluation and Follow-Up Stage of Media Planning

question 53

Multiple Choice

The evaluation and follow-up stage of media planning:

• A)is the easiest stage for the media planner.
• B)is an imperative if an organization is to evaluate its performance.
• C)is unnecessary in most situations due to problems with comparing media vehicles.
• D)is typically done most efficiently with computers.
• E)must be difficult to administer.

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Definitions:

Scientific Character

The attribute of a process or method that is based on empirical evidence and adheres to principles of logical reasoning and objectivity.

Herfindahl Index

An economic measure of market concentration used to determine the level of competition within an industry, calculated by summing the squares of the market shares of all firms within the market.

Patentable

Refers to inventions that fulfill the criteria of being new, non-obvious, and useful, qualifying them for patent protection.

Expected-rate-of-return

The profit or loss one anticipates on an investment relative to the amount of money invested.