Given a fixed advertising budget,the media planner cannot simultaneously optimize _____.
A) reach, frequency, and continuity
B) awareness generation and brand image
C) GRP, TRP, and continuity
D) media and message
E) functional, emotional, and humorous appeal

Question

Given a fixed advertising budget,the media planner cannot simultaneously optimize _____.
A) reach, frequency, and continuity 
B) awareness generation and brand image 
C) GRP, TRP, and continuity 
D) media and message 
E) functional, emotional, and humorous appeal

Quizplus · Accepted Answer

Reach, frequency, and continuity are all competing factors when optimizing a fixed advertising budget. Increasing reach and frequency may result in a decrease in continuity, or vice versa. Therefore, the media planner must make trade-offs between these factors to find the optimal solution within the budget constraints. The other options listed are not necessarily competing factors with each other or with the budget, and can be optimized together if desired.

Given a Fixed Advertising Budget,the Media Planner Cannot Simultaneously Optimize