Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2)The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine.Which of the following are they referring to?
A) Reach
B) Scope
C) Dimension
D) Frequency

Question

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. 
-(Scenario 12-2)The owners of an oak furniture company want to know the approximate number of people who will be exposed to the ad if they decide to place an ad in the magazine.Which of the following are they referring to? 
A) Reach 
B) Scope 
C) Dimension 
D) Frequency

Quizplus · Accepted Answer

Reach refers to the approximate number of people who will be exposed to the ad, which is what the owners of the oak furniture company want to know. Scope and dimension are not relevant concepts in this context, and frequency refers to how often the target audience is exposed to the ad rather than the number of people reached.

Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They