Which of the Following Statements About the Reach and Frequency

question 82

Multiple Choice

Which of the following statements about the reach and frequency of consumer magazines is true?

• A) Popular consumer magazines have broad reach and frequency.
• B) While a high percentage of adults in Canada read one or more magazines, the percentage reading any individual publication is quite low.
• C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.
• D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.

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Definitions:

Feedback Sensitivity

The degree to which individuals react to feedback, criticism, or praise from others.

Self-Verification

A psychological theory suggesting individuals seek to confirm their self-concept, preferring feedback that aligns with their existing beliefs about themselves.

Effort Justification

The phenomenon whereby people reduce dissonance by convincing themselves that what they suffered for is actually quite valuable.

Self-Concept Clarity

The degree to which one's beliefs about oneself are clearly and confidently defined, internally consistent, and stable.