Media Buyers Use Many Terms to Help Select the Right

question 50

Essay

Media buyers use many terms to help select the right media for an advertising campaign. Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).

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Definitions:

Unintended Consequences

Outcomes that are not the ones foreseen and intended by a purposeful action.

Max Weber

A German sociologist, economist, and political scientist known for his work on the development of modern Western society and the concept of the "Protestant Ethic."

Consumerism

The tendency to define ourselves in terms of the goods we purchase.

Rationalization

The process of replacing traditional and emotional thought with reason and practicality, often in the context of industry and bureaucracy.