Describe the four major steps in media selection
What will be an ideal response?
First, the advertiser needs to decide on reach, frequency, and impact. Reach is a measure of the percentage of people who are exposed to the advertisement; frequency is the measure of how many times the average person is exposed to the message; impact is how people feel about the advertisement. Next, media planners need to choose among major media types: television, newspapers, magazines, direct mail, radio, outdoor, and Internet. They may also select newer digital media such as cell phones. After the media type is selected, the specific media vehicles must be identified. The last decision is media timing, which involves determining how to schedule the advertising over the course of a year.
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Which of the following is a traditional right of sellers?
A) the right to introduce any product in any size and style, provided it is not hazardous to personal health or safety B) the right to expect a product to be safe C) the right to expect a product to perform as claimed D) the right to consume now in a way that will preserve and sustain the world for future generations of consumers E) the right to be well informed about important aspects of a product
Laura has dreamed of playing in a symphony. She practices her instrument everyday and yet year after year, she cannot successfully play the difficult musical piece necessary to try out. This is an example of ________
A) motivation not equaling performance B) vicarious learning being of upmost importance C) motivation being the main factor in performance D) extrinsic motivation outweighing intrinsic motivation