Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition.For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older.In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas.American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300.The basic rate to reach the same 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2) The brothers who own the oak furniture company also want to understand more about consumer exposure to the ad.Which element should the media planner share with them-one that identifies the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time?

Question

Quizplus · Accepted Answer

Reach identifies the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time. This would provide the Oak Furniture Company with a better understanding of how many potential consumers would come across their ad in American Life magazine.

Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They