If media coverage reaches people who are not sought as buyers and are not potential users, then it is referred to as:
A)rate differentials.
B)pass-along audience problems.
C)excess frequency.
D)waste coverage.
E)weighted exposurE.A marketer is faced with a problem of overexposure (also called waste coverage), in which the media coverage exceeds the targeted audience.If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted.

Question

Quizplus · Accepted Answer

Waste coverage refers to media coverage that reaches people who are not the intended target audience and therefore are not likely to become customers or users.

If Media Coverage Reaches People Who Are Not Sought as Buyers