The Audience for Who Wants to Be a Millionaire on a Local

question 63

Multiple Choice

The audience for Who Wants to Be a Millionaire on a local cable channel is 115,000. During January and February, a jewelry store ran 16 ads during the show. This is the only advertising the jeweler did during those two months. Its _____ equals 1,840,000.

• A) message value
• B) ad impressions
• C) effective frequency
• D) gross rating points
• E) gross impressions

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Definitions:

Participant Observation

A research method in which the researcher becomes actively involved in the social setting under study while observing its dynamics.

Subjective

Pertains to personal perspectives, feelings, or opinions, reflecting individual experiences and biases.

Quantitative Research

Research that collects and analyzes numerical data to understand patterns, relationships, or trends.

Qualitative Research

is a method of inquiry employed in several different academic disciplines, traditionally in the social sciences, that aims to gather an in-depth understanding of human behavior and the reasons that govern such behavior.