Question 5:

D. Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection.

E. Describe the use of the efficiency index procedure for media selection.

G. Explain the principle of recency and its implications for allocating advertising expenditures over time.

H. C r e a te and perform a simple cost-per-thousand advertising calculations.

I. Explain the application of media planning software and actual media plans.