The particular characteristics of different media,over which the media planner has no control,affect the _____ element of the media mix.
A) mechanics
B) media
C) methodology
D) money
E) markets

Question

Quizplus · Accepted Answer

The particular characteristics of different media, over which the media planner has no control, affect the mechanics element of the media mix. For example, in print, a full-page ad attracts more attention than a quarter-page ad and a full-color ad more than a black-and-white one. Color and larger units of space or time cost dearly in terms of reach and frequency.

The Particular Characteristics of Different Media,over Which the Media Planner