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 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 do provide a broad audience, advertisers seeking broad reach and frequency may have to purchase space in multiple publications since individual magazines may have thin penetration in households. This makes option C the best choice, as it highlights the need for advertisers to purchase space in multiple publications. Options A, B, D, and E are all incorrect because they either overestimate the effectiveness of magazines for broad reach and frequency or assume that advertisers can easily achieve this goal with magazines alone.

Advertisers Who Are Seeking Broad Reach and Frequency in Their