Tweens are usually classified as children between the ages of 8 and 12.
a. True
b. False
Indicate whether the statement is true or false
Question 2In advertising terminology, newspaper is the _____ and the Wall Street Journal is the _____.
a. script; sponsor
b. vehicle; medium
c. medium; vehicle
d. vehicle; sponsor
e. medium; sponsor
Question 3There are now fewer younger, middle-aged adults than was the case in prior generations.
a. True
b. False
Indicate whether the statement is true or false
Question 4The specific broadcast programs, such as Game of Thrones, or print choices, such as Popular Science, in which advertisements are placed are referred to as _____.
a. media
b. vehicles
c. channels
d. conduits
e. delivery mechanisms
Question 5The median age of Americans has been decreasing in the past three decades.
a. True
b. False
Indicate whether the statement is true or false
Question 6_____ are the general communication methods that carry advertising messages, such as television, magazines, newspapers, and so on.
a. Media
b. Vehicles
c. Channels
d. Conduits
e. Delivery mechanisms
Question 7The total population of human beings on the earth is estimated to be approximately 25 billion people.
a. True
b. False
Indicate whether the statement is true or false
Question 8Many media planners prefer to use rules of thumb because there is no easy way to estimate exposure utilities.
a. True
b. False
Indicate whether the statement is true or false
Question 9In the PRIZM NE segmentation system, Suburban Pioneers is the group that represents those households at the middle of the U.S.'s socioeconomic ladder.
a. True
b. False
Indicate whether the statement is true or false
Question 10Media-software programs allow the user to evaluate all major advertising media categories and subcategories and to find optimum schedules based on selecting multiple vehicles from within a single advertising medium and combining plans across multiple media.
a. True
b. False
Indicate whether the statement is true or false
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