Which of the following statements about the reach and frequency of consumer magazines is true?
A) Popular consumer magazines have broad reach and frequency.
B) While a high percentage of adults in Canada read one or more magazines, the percentage reading any individual publication is quite low.
C) Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.
D) Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.

Question

Quizplus · Accepted Answer

While many adults in Canada read magazines, the percentage reading any one publication is low. This means that advertisers need to use a variety of different publications to reach their target audience. Option A is incorrect because popular magazines may have a broad reach, but their frequency may not be high enough to be effective. Option C is incorrect because using multiple ads in one issue does not necessarily increase the reach of the publication. Option D is incorrect because advertisers can achieve broad reach by using different publications.

Which of the Following Statements About the Reach and Frequency