"Funnelling" in the media selection process involves
A) developing budget summaries that outline spending
B) moving additional dollars into the media budget
C) pulsing
D) moving from general types of media to a specific medium
E) crafting the advertising message

Question

Quizplus · Accepted Answer

"Funnelling" in the media selection process involves moving from general types of media (e.g. TV, radio, print) to a specific medium within each type (e.g. cable TV, local radio station, magazine). This helps to narrow down the options and focus on the most effective channels for reaching the target audience. Crafting the advertising message is part of the creative development process, while developing budget summaries and moving additional dollars into the media budget are more related to budgeting and financial management. Pulsing refers to a scheduling strategy where advertising is alternated between heavy periods and periods of little to no advertising.

"Funnelling" in the Media Selection Process Involves