A Marketer of Running Shoes Wants to Use a Cost-Effective

question 75

Multiple Choice

A marketer of running shoes wants to use a cost-effective method to reach its potential buyers with minimum waste coverage. The marketer should use a medium that:

• A)has coverage of the overall audience.
• B)reaches more potential receivers even though it has a high cost per thousand.
• C)has a low cost per thousand.
• D)has high absolute and low relative costs for advertising and promoting the product.
• E)has a high pass-along ratE.In the above scenario, the marketer should use a medium that reaches more potential receivers even though it has a high cost per thousand.Marketers must use the potential reach to the target market-the destination sought-rather than the overall circulation figure.A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers.

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