When the most effective media exposes people who are not sought, waste coverage is still justified because:
A)it best supports a flighting media schedule.
B)the cost of the waste coverage is exceeded by the value gained from their use.
C)it allows for more specific targeting of a market segment.
D)the media enables repetition which is an effective method for pioneering advertising.
E)it supports a market aggregation strategy.

Question

Quizplus · Accepted Answer

Even though the media may expose people who are not sought, waste coverage is still justified because the cost of the waste coverage is exceeded by the value gained from their use. In other words, the benefits of reaching the intended target audience outweigh the cost of some waste coverage.

When the Most Effective Media Exposes People Who Are Not