Refer to the Scenario Below to Answer the Following Questions

question 78

Multiple Choice

Refer to the scenario below to answer the following questions.
The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of musical knickknacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making biweekly visits to the schools in order to deliver instruments, make minor repairs when possible, or pick up instruments to ship to the manufacturer for more complicated repairs.
After dragging his feet for quite some time, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst school to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"I don't know how we did it without our Web site," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!"
-Gary has decided to spend $35,000 in the next six month advertising Treble Clef. He has written out a document that lists the different local newspapers, radio stations, and cable television networks he plans to advertise in, as well as the number of times he wants advertisements to run and when. The document also includes a description of the two billboards near the store that Gary wants to arrange to advertise on for three months. This document is Treble Clef's ________.

• A) media placement
• B) media plan
• C) media audit
• D) scatter buy
• E) media optimization