A Media Planner Is Comparing the Relative Advantages and Disadvantages

question 3

Multiple Choice

A media planner is comparing the relative advantages and disadvantages of television versus magazines as advertising vehicles for her client.She needs to keep in mind that when comparing the two, television has a

• A)lower absolute cost.
• B)higher degree of audience selectivity.
• C)much lower cost per contact.
• D)higher degree of audience attentiveness.

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Definitions:

Strategic Intent

The long-term vision or direction of an organization that guides its strategic planning and operational decisions.

Growth Through Acquisition

A corporate strategy where a company expands its operations and market presence by purchasing other companies rather than relying solely on organic growth.

Biotechnology Research

The scientific study that involves the use of living systems and organisms to develop or make products, often focusing on the genetic manipulation of microorganisms for the production of antibiotics, hormones, etc.

Market Presence

The extent to which a company or product is recognized, available, or influential in the marketplace.