Chapter 11 - Evaluation of Media: Television and Radio
11-1
Chapter 11
Evaluation of Media: Television and Radio
2. (p. 366) Television is a popular advertising medium among companies selling products and
services that are consumed by mass markets because...
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Chapter 11 - Evaluation of Media: Television and Radio
11-1
Chapter 11
Evaluation of Media: Television and Radio
2. (p. 366) Television is a popular advertising medium among companies selling products and
services that are consumed by mass markets because it:
A. has such a low absolute cost.
B. has the ability to reach large audiences in a relatively cost-efficient manner.
C. has a high level of geographic selectivity.
D. is very easy to develop creative television advertising.
E. has no impact on the image of a brand.
Marketers selling products and services that appeal to broad target audiences find that TV lets
them reach mass markets, often very cost-efficiently. Because of its ability to reach large
audiences in a cost-efficient manner, TV is a popular medium among companies selling
mass-consumption products.
3. (p. 367) Mercedes Benz automobiles runs commercials for its expensive automobiles on the
A&E cable channel, which reaches a highly educated and upscale audience. This is an
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