Question $7$

Scenario $12-4$

You scan the ads for Dallas on

craigslist.com and find what may be your dream job. The posting reads, "Entry$-$level position in media." You click on it$,$ and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency. Must have general knowledge of media and be aware of current and future challenges facing media buyers. Salary negotiable." You email your resume and cover letter to the contact person in the ad$,$ and the reply sets you up for an interview next week.

$($Scenario $12-4)$ The interviewer says the position will involve working with both measured and unmeasured media. Then she asks what you know about these two types of media. You should answer by saying,

"Measured media are directed at households and individuals. Unmeasured media are directed at businesses and members of trade channels."

$"$In the early days of advertising, all media were unmeasured. Currently, however, only advertising on the Internet is considered unmeasured."

"Measured media include Internet, television, radio, magazine, newspaper, and outdoor markets. Unmeasured media include everything else, such as events, product placements, and coupons."

"Measured media account for about $85$ percent of the money spent on media. Unmeasured media account for the other $15$ percent."