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Question
Scenario 13-1Crystal, a media buyer, is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12 to 18-year-old girls. It invites media buyers to contact the sales department of the magazine for more information. She considers the ad as she has a cosmetics manufacturer as a client who may benefit from this type of ad placement.
Crystal is trying to decide whether to run ads in the teen magazine or in special sections of newspapers attempting to target young people. What disadvantage of newspapers would prompt her to consider the teen magazine?
a. Their lack of timeliness and credibility
b. Their high absolute cost
c. Their high pass-along readership
d. Their limited ability to segment target audiences
Answer
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