In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.

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Cost effectiveness in choosing media vehicles for a marketing message is based on both the dollar cost of placing the message in the media vehicle and the number of individuals who will be exposed to it. Therefore, the statement is true.

In Choosing Appropriate Media Vehicles for a Marketing Message,cost Is