Question

Which of the following media strategies is suitable for a lesser-known product with a target audience concentrated in a small area in Canada?

1) one that emphasizes frequency rather than reach
2) one that emphasizes reach rather than frequency
3) one that uses a loyalty-program approach
4) one that allows continuous communication

Answer 1

The most suitable media strategy for a lesser-known product with a concentrated target audience in a small area in Canada is one that emphasizes frequency rather than reach.

Step-by-step explanation:

In this scenario, the most suitable media strategy for a lesser-known product with a target audience concentrated in a small area in Canada would be one that emphasizes frequency rather than reach.

Emphasizing frequency means that the advertisement will be shown multiple times to the target audience, increasing the chances of the message being seen and remembered. This is particularly important for a lesser-known product with a concentrated target audience, as repeated exposure can help build brand awareness and drive purchase intent.

For example, using local radio ads or placing advertisements in local newspapers in the small area where the target audience is concentrated can be effective in reaching the specific audience and creating brand recognition.