Given that a message is complex as far as comprehension is concerned,the strategy should be to maximize ______ at the expense of ______.
A) Frequency; CPM
B) Reach; frequency
C) Reach; GRPs
D) Frequency; reach

Question

Quizplus · Accepted Answer

When a message is complex, it requires repeated exposure to it to increase comprehension. Therefore, the strategy should be to maximize frequency at the expense of reach. This means reaching a smaller, more targeted audience multiple times rather than reaching a larger, less targeted audience once or twice. This would also result in a higher frequency of exposure, which would increase the chances of the message being retained in the minds of the audience.

Given That a Message Is Complex as Far as Comprehension