Solved

Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They

question 65

Multiple Choice

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2) The brothers who own the oak furniture company also want to understand more about consumer exposure to the ad.Which element should the media planner share with them-one that identifies the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time?

Definitions:

Spillover Costs

Indirect costs incurred by third parties who were not part of an economic transaction, often relating to negative environmental or health effects.

Public Choice Theorists

Economists who apply the theories and methods of economics to the analysis of political behavior.

Limited and Bundled Choices

Marketing strategies where consumers are offered packages or bundles of goods and services as a single combined product with restricted options.

Political Process

Involves the mechanisms and methods through which decisions, policies, and leaders are selected and implemented within a governing body or society.