Media planners consider fewer than three exposures during a four-week media schedule ineffective and more than how many during that period excessive?
a. five
b. ten
c. twenty
d. twelve
Question 2Suppose you're working as a salesperson and one of your prospects tells you they are interested in your product because Fortune 500 companies use it. Which of the following needs is the buyer expressing?
a. Situational needs
b. Functional needs
c. Social needs
d. Psychological needs
e. Knowledge needs
Question 3Cluster analysis is performed with nonmetric data.
Indicate whether the statement is true or false
Question 4The number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand's advertising message is called:
a. frequency.
b. weight.
c. rate.
d. reach.
Question 5Needs which represent the need for acceptance from and association with others are called?
a. Situational needs
b. Functional needs
c. Social needs
d. Psychological needs
e. Knowledge needs
Question 6Multiple regression analysis is an example of a dependence technique.
Indicate whether the statement is true or false
Question 7As an alternative to the three-exposure doctrine, some advertising scholars have proposed this approach.
a. The five-exposure approach.
b. Frequency value planning.
c. Geographical distribution.
d. Unlimited exposure within a limited timeframe.
Question 8Needs which represent the need for a specific core task to be performed are called?
a. Situational needs
b. Functional needs
c. Social needs
d. Psychological needs
e. Knowledge needs
Question 9Research that involves three or more variables, or that is concerned with underlying dimensions among multiple variables, will involve multivariate data analysis.
Indicate whether the statement is true or false
Question 10A new electronic message board posted on public transportation carries an advertisement for Becks beer that is seen by 80,000 commuters a day. The cost to run the ad for one day is 500 . What is the CPM of this message?
a. .63
b. 6.25
c. 62.50
d. 625.00
Question 11Needs that reflect the desire for feelings of assurance and risk reduction are called?
a. Situational needs
b. Functional needs
c. Social needs
d. Psychological needs
e. Knowledge needs
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