Describe the terms: media reach, media frequency, and media impact
What will be an ideal response?
Media reach refers to the audience size (number of different people) exposed to a particular message at least once
during a specified time period. Media frequency is the number of times an average person is exposed to the
message within the time period. Media impact is the qualitative value of the exposure through a given medium.
Multiplied together, they result in a weighted number of exposures, which can be interpreted as the total number of
exposures a target audience member sees the ad, weighted by the impact value of the medium.
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Psychological discounting involves setting an artificially high price and then offering the product at substantial savings
Indicate whether the statement is true or false
Acme Global uses a software program to scan applications for minimum qualifications. If an applicant does not meet the minimum requirements for the job, the applicant is automatically rejected and no one at Acme Global has to review the application. This saves many hours for the human resource staff and is an example of a benefit of using ______ in recruiting.
A. smart technology B. social media C. biased decision-making D. active listening
Lia works for Media Marketing Company. Her job includes putting "spin" on the firm's successes and failures. In this context, ethics consist of
a. "bad" versus "good" publicity. b. questions of rightness and wrongness. c. the firm's quarterly revenue. d. whatever is legal.
Shylock Bank offers a savings account with a nominal rate of 9% and quarterly compounding. What is the effective rate of the account?
A) 9.31% B) 9.00% C) 9.20% D) 9.42% E) 8.63%