____________ fragmentation has resulted in media fragmentation.

Related MCQs

• Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
• Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
• For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:
• According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
• If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?
• The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
• The shift from ________________________ has had a dramatic impact on marketing communications.
• Advertising reaches almost all facets of business in the United States. It has been estimated that advertising runs an annual bill of ________________ in the United States alone.
• _________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
• ________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.