A media selection problem whereby the coverage of the media vehicle goes beyond the scope of the target audience is known as:
A)rate differentials.
B)pass-along audience problems.
C)excess frequency.
D)waste coverage.
E)weighted exposure.

Question

Quizplus · Accepted Answer

Waste coverage occurs when a media vehicle reaches an audience that is beyond the scope of the target audience for the campaign. It means that the media vehicle is delivering messages to people who are unlikely to be interested in the product or service being advertised, and thus, the money spent on reaching those people is wasted. Therefore, waste coverage is a media selection problem that should be avoided.

A Media Selection Problem Whereby the Coverage of the Media