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ID: A -10. Some people who watched TV progran A also saw programaB and read newspaper i. This is called a. oversaturation. b. media sensitization.

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ID: A -10. Some people who watched TV progran A also saw programaB and read newspaper i. This is called a. oversaturation. b. media sensitization. c. between vehicle duplication d. clicker shock. 11. 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 a. will have a less critical role in the future. b. will have to accept that they will have no control over the use of the broader communications tools available. will have to learn how to deal with media that are increasingly less targeted. will have to learn how to factor in both measured and unmeasured media c. d. Scenario 14-3 Confection Perfection is a company that sells specialty chocolate candies in a city on the West Coast that has an adult population of 100,000. The entire adult population of the city is considered Confection Perfection's target market Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Easter, Halloween, and Christmas. Local television, magazine, and newspaper are selected as the classes of media to use. Confection Perfection selects three specific vehicles to carry its message. Twelve spots will run on a local TV news show. The show has a rating of 20. Six ads will run in the regional edition of a magazine. The magazine has a reach of 10. Six ads will run in the local newspaper. The paper has a reach of 40 (Scenario 14-3) The GRP of this media plar a. b. 12. is 24. is70. is 240. c. d. is 540. Email sent by advertisers to consumers with their consent is a marketing approach called a. Spam-welcome b. Opt-in c. Info-value d. Brand community generation 13. Those mass e-mailings from this form of marketing can get a 5 to 7 percent response compared with Ito 3 percent for offline direct marketing efforts. a. Blast Bonnet b. Spam 14. d. E-measure

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