Media planners select _____ that refer to particular magazines or shows according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.
A) personal communications
B) media schedules
C) collateral materials
D) media vehicles
E) testimonials

Question

Quizplus · Accepted Answer

The consumer target audience may be determined from the marketer's research. However, media planners rely largely on secondary research sources. Syndicated reports give demographic profiles of heavy and light users of various products and help planners define the target audience. Planners can then select media vehicles-particular magazines or shows-according to how well they "deliver" or expose the message to the media audience that most closely resembles the desired target consumer.

Media Planners Select _____ That Refer to Particular Magazines or Shows