Final answer:
D. use both network and spot advertising and try to effectively combine the two.
National advertisers typically use a combination of both network and spot advertising to maximize their reach and cater to both national and local markets, making use of the unique advantages each method offers in targeting specific audiences.
Step-by-step explanation:
In answering whether most national advertisers use only network advertising, only national spot advertising, prefer spot advertising, or combine both network and spot advertising, it's important to recognize the current advertising landscape and the behavior of advertisers.
With the ubiquity of television and the sophisticated data collected by network and cable television companies, national advertisers have a robust platform to target their advertising to specific audiences.
Nevertheless, advertising strategies have shifted as consumers can now bypass traditional advertising through technology such as remote controls, recording devices, and shifting viewership to on-demand platforms. Hence, many companies are adapting to these changes.
Historically, television advertising was straightforward with single advertisers dominating program sponsorship.
As media has evolved, advertisers are keen on leveraging both network advertising to reach a broad audience and spot advertising for its lower rates, less clutter, and more flexibility, especially in targeting specific local markets.
The combination allows them to capitalize on the strengths of each approach, reaching both national and local audiences effectively.
Thus, the most accurate option is that national advertisers use both network and spot advertising to optimize their reach and impact, combining these strategies to effectively connect with their target demographics.