Final answer:
The high costs associated with producing and airing television commercials are the main barrier for companies with small advertising budgets to use TV in their media mix.
Step-by-step explanation:
The question seeks to determine the factor that hinders companies with small advertising budgets from incorporating television advertising into their media mix. Among the provided options, the high costs of producing and airing television commercials make it most challenging for such companies to use television. While television offers a great platform for reaching targeted demographics due to the sophisticated data gathered by television companies, the production and placement of TV ads require significant investment, which can be a barrier for businesses with limited resources. Factors like target market reach, production knowledge by small ad agencies, creative options, and viewer attention can influence the use of television advertising, but these are not as prohibitive as the associated costs.
Companies with small advertising budgets may find it difficult to use television as part of their media mix because of the high costs associated with producing and airing television commercials. Television advertising can be expensive, requiring significant investments in creative development, production, and media buying. Small companies may struggle to allocate enough resources to effectively compete on television.