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matashola matashola
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7 years ago
Which of the following statements is FALSE?
a.   If the incremental reach were more expensive than the incremental economic benefit derived from reaching these target customers, then the business should not seek to go beyond its current level of target customer reach.
b.   Using too few messages may prevent information from getting to target customers and will probably result in low levels of awareness and comprehension.
c.   A business needs to use as many exposures as it can afford because the required level of frequency is infinite.
d.   Too many exposures could irritate target customers and potentially have an adverse effect on retained information and perceptions of the ad, product, or company.
e.   In television advertising, the combined impact of message frequency and reach produces an index called gross rating points (GRPs).
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Market Based Management

Market Based Management


Edition: 5th
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#1NuggetsFan#1NuggetsFan
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7 years ago
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matashola Author
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#2
7 years ago
I'll take your word for it, thx
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