Advertisers Use a Mix of Media Forms and Vehicles to Maximize

question 161

Multiple Choice

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

• A)revenues; costs
• B)exposure; costs
• C)rating; frequency
• D)rating; share
• E)CPM; GRP

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Definitions:

Consumer's Spending

The total amount of money spent by individuals or households on goods and services within a particular period.

Income Effects

Changes in consumer behavior as a result of an individual's income changing, affecting the quantity demanded for goods and services.

Optimal Consumption Bundle

The consumption bundle that maximizes a consumer’s total utility given that consumer’s budget constraint.

Budget Constraint

The limitation on the consumption bundles that a consumer can afford, based on income and prices.