Which of the following statements describes a limitation associated with the use of radio as an advertising medium?
A. The production of radio advertising is expensive.
B. The absence of clutter means radio advertising tends to be very uncreative.
C. Buying space for radio advertising is more expensive than buying ad space on TV.
D. The high number of stations in most markets means there is a great deal of audience fragmentation.
E. Radio is unable to provide marketers with a variety of integrated marketing opportunities.
Answer: D