NAIMMCQ Marketing Chapter 17 In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

Marketing Chapter 17

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

a. Media fragmentation
b. Flighted media
c. Effective frequency
d. Effective reach
e. Media consolidation

ANSWER: a

NAIMMCQ

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

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