MINI-CASE
Allison works in the media department of a major advertising agency that has several national advertisers as clients. Her responsibilities include identifying specific media vehicles, such as TV programs, newspapers, magazines, or radio programs and stations for their clients' advertising, negotiating the costs to advertise in them, and handling the details of billing and payment. Although one of their major clients advertises primarily in magazines, the media plan calls for the use of newspaper advertising as well.
-Refer to Mini-Case. Allison learns that one magazine that she is considering for her client combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles. What is this known as?
A) selective binding
B) relationship management
C) segmented distribution
D) ink-jet imaging
E) satellite transmission

Question

Quizplus · Accepted Answer

Selective binding refers to the process of creating customized publications for different readers or subscriber groups based on their demographic profiles, which is what is described in the scenario.

MINI-CASE Allison Works in the Media Department of a Major Advertising