15. What is a reason for the increasing cost of reaching target audiences for almost all media? There are fewer media choices than ever before. Television has become the only media that can be used to reach all types of people. People can cope with only so many messages, so the media have to restrict the number of ads the sell. Due to government regulations, advertisers can use only one medium to communicate their messages. TV is now fragmented into network, syndicated, spot, local, and OnDemand, as well as cable to enable advertisers to reach a wider audience. 16. What is an advantage of sponsorships? It is an inexpensive advertising tool. It eliminates clutter from cosponsored events. Its value and effectiveness can be easily measured. .