Scenario 13-1
A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers.The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls.It invites media buyers to contact the sales department at the teen-oriented magazine for more information.She considers this, as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.
-(Scenario 13-1) The media planner explains that this teen-oriented magazine will have one big advantage that magazines have over other print media as well as broadcast media.It will offer this client

Question

Quizplus · Accepted Answer

The media planner mentions that the advantage of this magazine is its audience selectivity, indicating that it will have a high degree of relevance to the target audience of 12- to 18-year-old girls. This is a benefit that magazines have over other media, and would make it a good option for a cosmetics manufacturer looking to reach a specific demographic. Options A, C, and D are not mentioned as specific advantages of this magazine in the scenario.

Scenario 13-1 a Media Buyer Is Glancing Through the Latest Edition of Edition