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Unformatted text preview: 1 Name: _KEY_____________________________ Last 4 digits of SID:_____________ Managerial Economics (ARE) 136 University of California, Davis, Winter 2011 Dr. John H. Constantine Quiz 9 (125 points), Wednesday Practice Multiple Choice Questions(60 points; 10 points each.) 1) A media buyer places an advertisement in four different magazines. The first magazine provides 2,000,000 exposures. The second magazine provides 500,000 exposures. The third and fourth magazines each provide 75,000 exposures. The term __________ is used to describe the 2,650,000 exposures. a) gross impressions b) unduplicated impressions c) gross rating points d) reach 2) Some people who watched TV program A also saw program B and read newspaper 1. This is called: a) oversaturation. b) media sensitization. c) between-vehicle duplication. d) within-vehicle duplication. 3) As more and more firms turn to integrated brand promotions, it will have substantial impact on the role of media planners. For example, media planners will have: a) a less critical role in the future. a less critical role in the future....
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This note was uploaded on 06/08/2011 for the course ARE 136 taught by Professor Constantine,j during the Spring '08 term at UC Davis.
- Spring '08