Which of the following characteristics of magazines might discourage a media planner from buying magazine space?
A)poor interaction between vehicle and readers
B)the lack of local, regional, or geographic emphasis
C)the long closing dates as well as the high cost, on a CPM basis
D)the lack of ability to segment markets
E)reduced frequency, despite the lower cost

Question

Quizplus · Accepted Answer

The long closing dates and high cost on a CPM (cost per thousand impressions) basis can be major deterrents for media planners who want to optimize their campaigns in a more efficient and timely manner. Magazine ads typically require longer lead times, plus there is the added expense of design and production costs.

Which of the Following Characteristics of Magazines Might Discourage a Media