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Which of these criteria do you use in determining when to use a media mix?

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Which of these criteria do you use in determining when to use a media mix?

a. When a single medium won’t reach the target market in sufficient numbers or with sufficient impact.
b. To reach different types of audiences by lifestyle and demographic.
c. To stress different product benefits based on the different characteristics of each medium.
d. To increase reach during a specific or critical time period.
e. All of the above.

The answer is All of the above.