When choosing the best medium to deliver a firm's message, the first and most important factor to be decided is
A. the package design of the product
B. to specify the target market and target audience
C. to choose the most expensive medium because the most money spent will guarantee the greatest effectiveness
D. the products' placement in a store
E. the medium the competitive producers are using
Answer: (B) Before any medium is chosen, a firm must specify the target market and audience, and know their interests, habits, and behavior. Answers (A) and (D) do not have anything to do with the medium chosen. As many marketers will say, the most expensive medium (C) is not always the best if it does not target the correct audience. (E) is also incorrect, but should be researched after the target market and audience are identified.