Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.
-(Scenario 13-3)The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns.He plans to target some southern cities,but wants to use a media class with low absolute cost as well as low cost-per-contact.In such a scenario,he should use:

Question

Scenario 13-2
A national radio broadcaster's association hosts an annual convention that attracts station owners and program managers, as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting initiates a discussion and poses a number of questions based on real-life situations that he has encountered over the years.​​
-(Scenario 13-3)The marketing director for the instant grits cereal wants to supplement the company's national ad campaigns with local campaigns.He plans to target some southern cities,but wants to use a media class with low absolute cost as well as low cost-per-contact.In such a scenario,he should use:

Quizplus · Accepted Answer

Local radio would likely have a lower absolute cost and cost-per-contact compared to local television and magazines. Additionally, since the target cities are in the South, radio may be a particularly effective medium for reaching this audience. Newspapers may be another option, but they may have higher absolute costs and lower reach compared to local radio.

Scenario 13-2 A National Radio Broadcaster's Association Hosts an Annual Convention That