Which of the following statements is true of the media mix?
2019
Which of the following statements is true of the media mix?
- A.
Individual preferences have no effect on the combination of media to be used to deliver a message.
- B.
Advertisers use the media mix to maintain uniformity across all advertising media.
- C.
The characteristics of a product help in determining the combination of media that should be used.
- D.
It is not possible to use only one medium or vehicle to deliver a message.
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Correct answer: C
A media mix refers to the combination of different media channels (like TV, radio, print, and digital) used to promote a product. The characteristics of a product—such as its target audience, nature, and price—help determine which media combination will be most effective for advertising.