When it comes to weighing media and creative decisions, planners face the age old trade-off between efficiency and ________.
A)Frequency
B)Reach
C)Impact
D)Continuity
E)None of the above

Question

Quizplus · Accepted Answer

The trade-off is between efficiency (reaching the target audience at lowest cost) and impact (making a memorable impression on the audience). While reach and frequency are important considerations, they are more related to efficiency than impact. Continuity is a separate consideration related to the timing and scheduling of media and creative efforts.

When It Comes to Weighing Media and Creative Decisions, Planners