Scenario 13-3 You Are a Media Planner at a Large Advertising Agency

Scenario 13-3
You are a media planner at a large advertising agency in Chicago.You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large Southern cities, and a ski equipment manufacturer.Each account has requested some type of information from you regarding next year's media buy.
-(Scenario 13-3) The guitar retailer has never advertised much.The owner now wants a highly creative, cutting-edge campaign that shows the excitement of guitar playing and gets the attention of both younger and older musicians.He asks for a quick overview on the creative opportunities offered by various major media.You tell him that, in general,

A) newspapers offer a wide range of high-quality visual reproductive capabilities.
B) magazines have short lead times that can kill creative ideas.
C) television has strong visual and audio components but is a dying medium.
D) radio offers creative avenues and is especially geared toward musical spots.