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 cosmetics client is still concerned about paying a lot of money for an ad in a fairly new magazine that hasn't yet proven its popularity.The best way for the client to make sure that the advertisement will meet its minimum exposure goals is to ask about the magazine's

Question

Quizplus · Accepted Answer

Guaranteed circulation refers to the amount of copies of the magazine that the publisher guarantees will be distributed and therefore, ensures a minimum level of exposure for the ad. This would ease the concerns of the cosmetics client about investing in the ad placement. Newsstand circulation, subscription base, and pass-along readership are also important factors to consider, but they do not offer the same level of guarantee as guaranteed circulation.

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