The Primary Concern of the Media Planner Is to

question 235

Multiple Choice

The primary concern of the media planner is to

• A) ensure that the budget is large enough to pay for the various media chosen for the campaign.
• B) reach the largest possible number of persons in the advertising target for each dollar spent.
• C) ensure that the words and illustrations used in the ad are meaningful and appealing to the target market.
• D) ensure that the choice of words and illustrations used are appropriate for the choice of medium being used.
• E) execute a successful ad campaign without going over the budget.

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Definitions:

Financial Analysts

Professionals who examine financial data and trends to help businesses and individuals make investment decisions.

Rate of Return Ratios

Financial metrics that measure the profit or gain from an investment relative to its cost.

Held-to-Maturity Debt Securities

Debt securities that a company has the intent and ability to hold until they mature.

Impairment Loss

The amount by which the carrying value of an asset exceeds its recoverable value, necessitating a write-down of the asset’s value on the balance sheet.