Which of the following statements is true of the media mix?
A)It is not possible to use only one medium or vehicle to deliver a message.
B)The characteristics of a product help in determining the combination of media that should be used.
C)Individual preferences have no effect on the combination of media to be used to deliver a message.
D)Advertisers use the media mix to maintain uniformity across all advertising media.
E)By employing a media mix, advertisers can lower the versatility to their media strategies resulting a in high amount of clutter.

Question

Quizplus · Accepted Answer

The media mix refers to the combination of different media or vehicles used to deliver an advertising message. The characteristics of a product or service, such as its target audience, message content, and budget, help determine which combination of media will be most effective. Therefore, statement B is true. Statements A, C, D, and E are all false.

Which of the Following Statements Is True of the Media