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:

Two-Factor Theory

A psychological theory proposed by Schachter and Singer that suggests emotions are the result of physiological arousal and cognitive labeling of the cause of that arousal.

Physiological Arousal

The physical state of being alert and reactive, stemming from the activation of the sympathetic nervous system, including increased heart rate and blood pressure.

Pupil Contraction

The process of the pupil becoming smaller to regulate the amount of light entering the eye, often in response to bright light or focusing on close objects.

Conscious Experience

The awareness of one's own existence, sensations, thoughts, surroundings, and the flow of experiences that constitutes one's mind.