The vehicle option source effect refers to the
a. different reach and frequency provided...
The vehicle option source effect refers to the
a. different reach and frequency provided by different media vehicles.
b. fact that people perceive ads differently depending on their context.
c. responses that come from using a flighting, pulsing, or continuity scheduling strategy.
d. opportunity costs of the various media vehicles that are not chosen.
e. battle between budget constraints and creative optio
Answers: 3
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