In the Reaching Beyond Our Borders Box in the Chapter

question 209

Multiple Choice

In the Reaching Beyond Our Borders box in the chapter, Publicis Groupe, a traditional advertising agency that ranks as the fourth largest ad agency in the industry, found that:

• A)traditional types of advertising were making a significant comeback in the global market.
• B)its task today is to learn how carry over traditional media to digital media.
• C)digital media is effective in reaching customers but its impossible to measure how customers relate to the ads.
• D)most multinational companies do not want to shift from traditional types of advertising to digital media.

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Definitions:

Rating Point

A measurement in broadcasting and advertising that indicates the percentage of the potential audience reached by a particular piece of media content.

Advertising Rates

The cost associated with placing advertisements in various media channels like television, radio, print, or online.

Television Viewership

The number of viewers or audience size that watch television programming at a given time.

Mystery Shoppers

Individuals hired to pose as customers and evaluate the quality of service, product, and environment of retail stores or other businesses.