The maker of Advil pain relievers has introduced a pill to aid people in falling asleep. To reach its target audiences, the pill's manufacturer has decided to advertise on the Internet, on television, in business magazines, on talk radio shows, and through direct mail because it believes one medium will not reach all potential customers. The manufacturer is planning to use a(n) _____ approach.

Question

Quizplus · Accepted Answer

A mixed-media approach involves using multiple forms of media to reach a diverse range of potential customers. This is consistent with the manufacturer's decision to advertise through various channels, including the internet, television, magazines, radio, and direct mail. While targeted media and media combination are related concepts, mixed-media best describes the manufacturer's strategy. The marketing mix and environmental approaches are not relevant to the question at hand.

The Maker of Advil Pain Relievers Has Introduced a Pill