The Purpose of Media Planning Is to Make Sure the Media

question 63

True/False

The purpose of media planning is to make sure the media objectives are consistent with the advertising objectives.

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Definitions:

Prospective Studies

Longitudinal studies that begin with a disease-free group of subjects and follow the occurrence of disease in that population or sample.

Retrospective Studies

Longitudinal studies that look back at the history of a population or sample.

Correlational Studies

Research methods that examine the relationship between two or more variables without manipulating them.

Longitudinal Study

A research design that involves repeated observations of the same variables (e.g., people) over short or long periods of time.