Lecture 7: Tutorial Questions

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Q1 One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this term being used the same in referring to both traditional and nontraditional media way?

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Q2 What does it mean for a company when they discover that their product has a High BDI but low CDI? What about a low CDI and Low BDI?

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Q3 As the media landscape continues to change, and advertisers shift more and more of their monies into new media, there are those who predict that some traditional media like TV and newspapers may not survive—at least in their present forms. Discuss whether you think this is an accurate statement and why or why not.