To Estimate Reach in Terms of Electronic Media, Marketers Can

question 22

Multiple Choice

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR) . To do so, they need to know the number of clicks and

• A)the number of destinations.
• B)the number of impressions.
• C)the cost per click.
• D)how much time consumers spend viewing the ad or page.
• E)the total number of clicks recorded by the industry.

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Definitions:

Equity Method

An accounting technique used to record investments in associate companies, where the investment is initially recorded at cost and adjusted thereafter for the investor's share of the investee's net profits or losses.

Patent

A legal right granted by a government authority that gives an inventor exclusive rights to use, make, and sell an invention for a certain period of time.

Significant Influence

The capacity of an investor to participate in the financial and operating policy decisions of an investee but not control those policies.