Nielsen randomly recruits individuals to download and utilize a desktop meter that tracks all of their Internet activity.Based on a limited sample size,the company then projects usage for target demographics around the internet.For example,they project that 50 percent of all men aged 18 to 34 visit ESPN.com every day,where most other sites receive only 25 percent of this group's traffic.Media planners would use this information to determine the _____ of the target they are trying to reach.
A) button
B) composition
C) banner
D) interstitial
E) cookie

Question

Quizplus · Accepted Answer

Composition refers to the makeup or characteristics of a target audience. In this scenario, Nielsen is gathering data on the internet usage habits of certain demographics which can be used by media planners to determine the composition of their target audience.

Nielsen Randomly Recruits Individuals to Download and Utilize a Desktop