Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 8

To be effective, multiple media should be chosen and integrated carefully. Individuals who are exposed to advertisements in combinations of media selected from television, radio, magazines, newspapers and outdoor are more inclined to process the information than when only a solitary medium is used. For each of the media, what is the probability of you being exposed to an advertisement The percentages should add up to 100 percent. Discuss which media are most effective in reaching you. Explain.