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Question
Scenario 12-6Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies and media planners can offer to clients so that they can understand how to better determine their media mix. Included below are several short excerpts from the booklet. Please complete the missing part of each excerpt, based on your study of the chapter. "The metric known as a given period."
"The metric known as _____ measures how much conversation about a brand occurs on the Web in a given period."
a. cost per thousand
b. share of voice
c. net volume
d. gross impressions
Answer
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