It is realistic for advertisers to expect their media planner to find a medium that provides an audience in which every member is of equal benefit to them, that is, with zero waste circulation.

Question

Quizplus · Accepted Answer

It is unrealistic to expect a medium that provides an audience with zero waste circulation. Every medium has a certain degree of waste, and it is the media planner's job to minimize it as much as possible. However, it is not possible to have an audience in which every member is of equal benefit to the advertiser. Different individuals have different needs, preferences, and purchasing behaviors.

It Is Realistic for Advertisers to Expect Their Media Planner