Bea Ware is currently selecting media for an advertising campaign. She is studying some research findings from a cross- media study which, for a number of popular media vehicles, provides relative measures of ad recall; the amount of attention audience members pay to the medium and whether audience members have acted on the information in the ad. Bea is investigating:
A) media reach.
B) media interactivity.
C) media frequency.
D) media impact.
E) none of the above

Question

Quizplus · Accepted Answer

The research findings that provide measures of ad recall, attention, and action indicate the impact that different media have on consumers. Therefore, Bea is investigating media impact.

Bea Ware Is Currently Selecting Media for an Advertising Campaign