Which of the following statements is true about the media mix?
A. It is not possible to use only one medium or vehicle to deliver the message.
B. The characteristics of the product or service helps in determining the combination of media that should be used.
C. Individual preferences have no effect on the combination of media to be used to deliver a message.
D. Radio would be the most effective medium for a product that requires visual demonstration.
E. By employing a media mix, advertisers could lower the versatility to their media strategies resulting in high amount of clutter.
Answer: B