When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Women's Weekly,the planner is evaluating the media vehicle's ________.
A) audience engagement
B) editorial quality
C) market coverage
D) audience quality
E) cost per exposure

Question

Quizplus · Accepted Answer

The planner is evaluating the audience quality, which refers to how well the audience of the media vehicle matches the target audience for the product being advertised. In this case, the planner is considering which magazine's readership is more likely to include potential buyers of diapers.

When a Media Planner Determines Whether an Advertisement for Diapers