________ techniques enable marketers to determine the relative impact of a media mix on product sales by using computer models that calculate the weight of a media schedule and organize the schedule for the greatest impact.

Question

Quizplus · Accepted Answer

Optimization techniques are specifically designed to organize and calculate the weight of a media schedule for the greatest impact on product sales. By using computer models, marketers can determine the relative impact of different media mix options to make informed decisions about their advertising strategy. Aperture refers to the geographic or demographic scope of a particular media campaign, while frequency and reach relate to the number of times an audience is exposed to an ad and the size of the audience reached, respectively. Weighting, on the other hand, is a general term that describes the relative importance given to different factors in a calculation or analysis. None of these terms specifically refers to the use of computer models to optimize a media mix.

________ Techniques Enable Marketers to Determine the Relative Impact of a Media