By 2015 a media planner will likely be dealing with:
A)media outlets that don't currently exist.
B)media reintermediation.
C)budget inefficiencies.
D)decreased overall expenditures.
E)totally demassified media.

Question

Quizplus · Accepted Answer

The rate of technological innovation and disruption in the media industry is likely to result in the emergence of new media outlets by 2015. As a result, media planners will have to deal with channels that don't currently exist.

Answer: B
 Media reintermediation refers to the emergence of new intermediaries in the media value chain. In 2015, media planners will likely have to deal with new intermediaries that have been created as a result of technological changes.

Answer: E
 Demassification refers to the emergence of smaller, niche-focused media outlets. By 2015, technological advances could result in media further fragmenting, leading to the emergence of smaller, targeted channels. Media planners will need to understand these channels to reach specific audiences effectively.

By 2015 a Media Planner Will Likely Be Dealing With