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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 client is concerned about paying a lot of money for an ad in a fairly new magazine that hasn"t yet established itself. Which of the following is most likely to be a reason behind the client's concern?
a. The cost-per-contact in magazines is higher than that in direct mail.
b. New magazines have short lead times.
c. The cost-per-contact of magazines is as high as that of broadcast media.
d. Ad space in magazines is more expensive than most newspaper space.
Answer
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