Henry is employed at an advertising agency and was approached by a company that recently became national.The company wanted to advertise exclusively on television.Henry suggested that the company's media plan instead use several media vehicles,known as ________.

Question

Quizplus · Accepted Answer

A media mix is a strategy that involves using several media vehicles to reach a target audience. This approach is often more effective than using one medium alone, as it can reach a wider range of people and provide multiple touchpoints for the message. Measured media refers to advertising that is measurable in terms of audience reach, while earned media refers to publicity that is gained through word-of-mouth or other organic means. Share of voice refers to the percentage of advertising within a particular market or industry, while unbundled media refers to the separation of media services from creative services. None of these concepts fully capture the idea of using multiple media vehicles in a coordinated strategy, as in a media mix.

Henry Is Employed at an Advertising Agency and Was Approached