Circulation verification figures are important to media planners because:
A)the figures provide them with reliable information about the size and distribution of a magazine's circulation.
B)the figures show how many of the magazines were actually read.
C)the figures provide information on the lifestyle characteristics of the individuals who read various magazines.
D)planners want to be able to predict the degree of clutter and how it will affect their advertising.
E)planners receive advertising funding from various trade associations based on the number of magazines that were distributed.

Question

Quizplus · Accepted Answer

Circulation verification figures provide media planners with reliable information about the size and distribution of a magazine's circulation, which is important in determining the reach of their advertising efforts.

Answer: B 
 While circulation verification figures do not necessarily provide information about how many magazines were actually read, they do provide information about how many were sold or distributed.

Answer: C 
 Media planners may also take into account the lifestyle characteristics of the individuals who read various magazines, but this is not necessarily related to circulation verification figures.

Answer: D 
 While clutter may be a consideration for media planners, it is not directly related to circulation verification figures.

Answer: E 
 The number of magazines distributed does not necessarily correspond to advertising funding received by trade associations.

Circulation Verification Figures Are Important to Media Planners Because