________ 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 optimize the schedule for the greatest impact.

Question

Quizplus · Accepted Answer

Optimization techniques, specifically media mix modeling, use computer models to determine the best media schedule by calculating the weight of each medium and optimizing the schedule for the greatest impact on product sales. Aperture, frequency, weighting, and reach are all important concepts in media planning, but they do not directly relate to the use of computer models for media mix optimization.

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