Which of the following is a reason for advertisers to divert their funds from traditional media?
A) Audience fragmentation
B) Increased funds available for investment in alternative media
C) Increased costs for television spots
D) Media watchdogs monitoring traditional media

Question

Which of the following is a reason for advertisers to divert their funds from traditional media? 
A) Audience fragmentation 
B) Increased funds available for investment in alternative media 
C) Increased costs for television spots 
D) Media watchdogs monitoring traditional media

Quizplus · Accepted Answer

Audience fragmentation refers to the way that traditional media no longer reaches a uniform, mass audience as it once did. Advertisers may divert funds in order to reach specific, targeted audiences through more niche and segmented alternative media options. Increased funds available for investment in alternative media and increased costs for television spots could also be contributing factors, but they are not as directly related to the fragmentation of traditional media audiences. Media watchdogs monitoring traditional media is not a reason for advertisers to divert their funds.

Which of the Following Is a Reason for Advertisers to Divert