In the 1960s,there Were Only Three Television Networks and Most

question 106

Multiple Choice

In the 1960s,there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 1,600 channels to choose from.This is an example of which problem facing media planners?

• A) Media fragmentation
• B) Flighted media
• C) Effective frequency
• D) Effective reach
• E) Media consolidation

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Definitions:

Mental Age

A measure of an individual's cognitive ability compared to the average cognitive ability of an age group, irrespective of the person's chronological age.

Chronological Age

The amount of time that has passed since an individual's birth, measured in years.

IQ

Intelligence quotient, a measure of a person's cognitive abilities in relation to their age group.

Superior Verbal

Describes individuals who have exceptionally good skills in expressing themselves using language.