Scenario 12-5 MidSouth Media Company (MMC) Is a Media Placement Firm Serving

Scenario 12-5
MidSouth Media Company (MMC) is a media placement firm serving small- and mid-sized firms in several Midwest and Southern states.It specializes in working with new businesses, many of which have owners and managers with little advertising media experience.MMC asks all new clients to complete a brief survey to better determine their exposure needs and their level of knowledge about media decisions.Some questions from the latest MMC survey are included below.Please complete the missing part of each item, based on your study of the chapter.
-(Scenario 12-5) "Did you have a rough figure in mind concerning your ____, that is, the number of people or households that you'd like to see exposed to the chosen media at least once during the campaign?"

A) geographic scope
B) gross impressions
C) reach
D) continuity