Investment Management Certificate (IMC) Practice Exam

What strategy can Kraft utilize to maximize the reach of their new salad dressing advertisement?

1. Advertise only during prime time television

2. Use media vehicles with the highest CPMs

3. Maximize the number of ad exposures

4. Advertise in multiple media

The correct answer is: Advertise in multiple media

The strategy of advertising in multiple media is effective for maximizing reach because it allows Kraft to tap into various audience segments across different platforms. Each media type, such as television, online, print, and social media, attracts distinct demographics and consumer behaviors. By diversifying their advertising channels, Kraft can ensure that their salad dressing advertisement reaches a broader audience, engaging potential customers who may not be reached through a single medium. This approach enhances the overall effectiveness of the campaign, as it increases the likelihood of connecting with consumers at different touchpoints in their daily lives, thereby maximizing brand awareness and driving sales. Maximizing the number of ad exposures can enhance frequency but is less impactful for reach compared to diversifying media. Advertising only during prime time limits exposure to a specific audience segment and can miss consumers active at other times. Utilizing media vehicles with the highest CPMs could lead to a costly approach that may not yield the best reach if those vehicles do not effectively target the desired audience.