The advertiser must decide on the ________, or desired media impact, of a message in a specific medium.
A) reach
B) illustration
C) qualitative value
D) exposure costs
E) frequency
Answer: C
The advertiser must decide on the ________, or desired media impact, of a message in a specific medium.
A) reach
B) illustration
C) qualitative value
D) exposure costs
E) frequency
Answer: C