Advertisers who are seeking broad reach and frequency in their media schedules:
A)find magazines very effective since individual publications reach a very broad target audience
B)can use monthly magazines to easily obtain desired frequency
C)must purchase space in a number of different magazines since most publications have thin penetration of households
D)need to advertise repeatedly in the same magazine
E)will find broad reach and frequency an easy goal to accomplish with magazines

Question

Quizplus · Accepted Answer

While magazines can reach a broad target audience, most individual publications have thin penetration of households. Therefore, advertisers seeking broad reach and frequency must purchase space in a number of different magazines to achieve their goals. Monthly magazines may provide some level of frequency, but a mix of publications is necessary for maximum impact. Simply advertising repeatedly in the same magazine will not provide the desired broad reach to a diverse audience.

Advertisers Who Are Seeking Broad Reach and Frequency in Their