In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.



A) audience quality
B) audience attention
C) editorial quality
D) market coverage
E) pass-along audience


Answer: A) audience quality


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