A manufacturer of high-priced gourmet cookware is discussing media alternatives with his agency, and is strongly considering radio.The media planner at the agency reminds his client that a major limitation of radio involves its

Question

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Radio has a fragmented audience, meaning that it's difficult to reach a large audience with specific demographics at once. While radio may be a cost-effective alternative for certain campaigns, its fragmented audience is a major limitation for brands that need to target a narrow audience.

A Manufacturer of High-Priced Gourmet Cookware Is Discussing Media Alternatives