The principle of "bookending" deals with ________.

A.frequency of advertising exposure on a television program and commercial

placements

B.the reach or the rating of a television program

C.the demographic audience composition of a television program

D.Cost Per Thousand (CPM) calculations for media

E.Both C. & D.

6.For media scheduling, reach and frequency refers to:

A.the length of a commercial and the number of times it is seen in a certain TV program

B.the percent of the target audience exposed to the commercial and how often they see or hear it

C.whether the advertisement is placed on network TV, cable TV, or radio

D.the percentage of the advertising budget allocated to broadcast media

E.the longevity of an advertising campaign in number of months it stays on the air