The overriding motive for media planners is:
A)to determine proper levels of frequency.
B)to determine proper levels of research.
C)to achieve cost efficiencies with the amount of media dollars available.
D)to increase circulation of the media selected.
E)to stay within budget.

Question

Quizplus · Accepted Answer

The main goal of media planners is to achieve cost efficiencies with the available media budget. They need to select the most effective media mix to reach the target audience while maximizing the return on investment. While determining proper levels of frequency and research are important factors, they are not the primary motive for media planners. Increasing circulation or staying within budget may be secondary goals, but they are not the overriding motive. Therefore, option C is the best choice.

The Overriding Motive for Media Planners Is