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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.
The agency has designed an ad for a teenage girls' magazine and is fairly sure that the ad will be very effective. Which of the following is most likely a reason for this?
a. The ad will reach a large number of readers because magazines have a wider reach than other media vehicles.
b. The readers will be exposed to the ad many times because magazines have a higher frequency than most newspapers.
c. The ads will get the readers' undivided attention because magazines are free from ad clutter.
d. The readers of this magazine are highly interested in the magazine, so the ad will get voluntary exposure.
Answer
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