Which of the Following Statements Explains Why Some Advertisers Are

Multiple Choice

Which of the following statements explains why some advertisers are reluctant to use magazines as an advertising medium?

A) The results of magazine advertising cannot be measured.
B) Magazines have a low cost per thousand.
C) Magazines have high costs due to the high rate of wasted circulation.
D) Magazines cannot deliver high frequency.
E) Magazines generally lack authority and believability.