To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________
A) cost per thousand (CPM)
B) reach
C) impressions
D) gross rating points (GRPs)
E) attitudinal measures
A
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Access to a website 24 hours a day is an example of which type of incentive?
A) financial B) cyberbait C) convenience D) value-added
If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute); then asks "Why is it important that the phone be well built?"
and learns "It suggests Nokia is reliable" (a functional benefit); then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit), the researcher is using a technique called ________. A) brand personification B) projective technique C) visualization D) laddering E) Zaltman Metaphor Elicitation Technique
To successfully employ an ABC system, a company must first identify:
a. Non-volume related activities in the factory that create costs. b. Cost drivers. c. Cost pools. d. Overhead allocation rates.
Compare and contrast the three types of convenience products
What will be an ideal response?