You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

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BlackTom AI · Accepted Answer

The scenario describes seeking broad mass marketing coverage, a low cost per exposure, and the ability to combine sight, sound, and motion to appeal to the senses.

Option 1: magazines. While magazines can offer strong reader engagement and targeted demographics, they typically provide limited reach and lack the dynamic, audiovisual appeal that combines sight and sound. They are often more costly per exposure for mass markets and do not utilize motion or audiovisual elements.

Option 2: direct mail. Direct mail can be targeted and measurable, but it generally does not achieve broad mass coverage and tends to have higher cost per exposure when aiming for wide reach. It also lacks inherent audio-visual components and motion.

Option 3: radio. Radio delivers sound effectively and can reach large audiences at a relatively low cost, but it lacks visual elements, which means there is no sight or motion to enhance impact. This limits its ability to deliver a fully immersive sensory experience.

Option 4: television. Television uniquely combines sight, sound, and motion, creating a vivid, multisensory advertisement. It has the potential for wide mass reach and, when planned efficiently, can achieve a favorable cost per exposure for large audiences due to its broad audience base.

Option 5: newspaper. Newspapers offer print visuals and can be cost-effective for certain targeted local markets, but similar to magazines, they do not provide motion or audiovisual impact and generally do not achieve the same level of broad mass reach as television.

Considering all options, television best satisfies the goals of mass coverage, low cost per exposure (relative to achieving broad reach), and the ability to integrate sight, sound, and motion to create a compelling, sensory advertisement.

MKTG1199 LF03 - In-class Test 4

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

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