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) "Do you want to restrict your television buying to ____, meaning you'll pay premium pricing charged in advance of the fall season? Or are you willing to wait and see what is still available later in the season, meaning you'll pay less?"

A) gross impressions
B) measured media
C) upfronts
D) context effects