Given a fixed advertising budget, the media planner cannot simultaneously optimize _____.
a. reach, frequency, and continuity
b. awareness generation and brand image
c. GRP, TRP, and continuity
d. media and message
e. functional, emotional, and humorous appeal
Question 2
_____ is a combination of demographic and lifestyle characteristics of consumers within clusters such as ZIP code areas.
a. Psychographics
b. Topographics
c. Geodemographics
d. Behaviorgraphics
e. Cosmographics
