Under what conditions are advertisers more likely to achieve full audience coverage with their media buy?
A) When they are targeting a small number of customers or potential customers
B) When the audience is fragmented
C) In a high-involvement purchase situation
D) When media coverage reaches people who are not potential buyers or current users

Question

Quizplus · Accepted Answer

When advertisers are targeting a small number of customers or potential customers, it is easier to achieve full audience coverage. This is because the audience is more concentrated and easier to reach with a targeted media buy. In contrast, if the audience is fragmented, it may be harder to reach everyone with a single media buy. High-involvement purchase situations may also lead to a smaller audience, but this is not always the case. Finally, reaching people who are not potential buyers or current users does not guarantee full audience coverage, as these individuals may simply ignore the advertising message.

Under What Conditions Are Advertisers More Likely to Achieve Full