Essay Problem
A. Discuss 'engagement' in terms of how it applies in the following examples: a) a typical mass-appeal network TV show (The 'Voice,' for example) versus b) an Internet site for a vacation resort in Jamaica arrived at via a Search portal utilizing such key words as Caribbean, tropics, vacation, etc.
B. When we say that readers are in an 'active' state with respect to magazines (hard copy), what do we mean and what does this imply in terms of receptivity to advertising (in your discussion, you can draw a comparison with TV for which we often say the viewer may be in a 'passive' state)?.
C. In the case of a media plan involving TV and magazines, an 'only-only-both' analysis tells us how much of the total reach consists of individuals exposed to the ad in both media types. Briefly discuss 'only-only-both' from the standpoint of whether or not it is advantageous or disadvantageous if a large proportion of the audience is exposed to the ad through two different media vehicles.
The response must include a reference list. Using Times New Roman 12 pnt font, double-space, one-inch margins, and APA style of writing and citations.