Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?
A) The results of magazine advertising cannot be measured.
B) Magazines lack flexibility in both readership and advertising.
C) Magazine advertising is expensive due to the high rate of wasted circulation.
D) Magazines cannot deliver high frequency.
E) Magazines generally lack authority and believability.

Question

Quizplus · Accepted Answer

According to My IMC Campaign 13-A, magazines cannot deliver high frequency. Since most magazines come out only monthly or weekly, the advertiser can build frequency faster than reach by adding numerous small-audience magazines to the schedule.

Which of the Following Statements Explains Why Some Advertisers Are