Exhibit 7.1 The Following Questions Are Based on the Problem Below

question 77

Multiple Choice

Exhibit 7.1
The following questions are based on the problem below.
A company wants to advertise on TV and radio. The company wants to produce about 6 TV ads and 12 radio ads. Each TV ad costs $20,000 and is viewed by 10 million people. Radio ads cost $10,000 and are heard by 7 million people. The company wants to reach about 140 million people, and spend about $200,000 for all the ads. The problem has been set up in the following Excel spreadsheet.
-Refer to Exhibit 7.1. Which cell(s) is(are) the objective cell(s) in this model?

• A) $B$20
• B) $D$6
• C) $E$6
• D) $B$13:$E$14, $B$9:$E$9

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Definitions:

Positive Reinforcement

A behavioral strategy involving the addition of a rewarding stimulus following a desired behavior, thereby increasing the likelihood of that behavior being repeated.

Negative Reinforcement

The strengthening of a response by the removal of an aversive stimulus.

Human Nature

the inherent characteristics, behaviors, and tendencies that are considered typical of all humans.

Token Economy

A behavior modification system based on the systematic reinforcement of target behavior through the distribution and exchange of tokens that can be exchanged for desired incentives.