The advertiser must decide on the ________,or desired media impact,of a message in a specific medium.
A) reach
B) illustration
C) qualitative value
D) exposure costs
E) frequency

Question

Quizplus · Accepted Answer

The qualitative value refers to the desired media impact or the quality of exposure that an advertiser wants to achieve. It can refer to factors such as the reputation of the media outlet or the editorial environment in which the ad appears. Choices A, D, and E refer to specific aspects of media planning, but do not directly address the desired media impact. Choice B refers to the visual content of the ad, which is important but not the primary decision the advertiser must make regarding media planning.

The Advertiser Must Decide on the ________,Or Desired Media Impact,of