what time of media schedule has a fairly regular ad exposure?course hero

What is a continuous advertising schedule?

Continuous advertising schedules have a fairly regular ad schedule, but they are not always predictable. Josh is in charge of media planning for a company that makes Halloween costumes.

How many times do you have to see an ad to persuade?

Ken states that, in his opinion, the general rule of advertising is that an ad needs to be seen and processed three times to be persuasive. Ken's opinion is consistent with the industry's general rule of thumb today. Sean is the VP of Marketing at a large chain of car dealerships.

How effective is advertising across all media?

There is a negative relationship between good brand outcomes and IMC practices. TV ads are vivid and dramatic and should be used for complex products, while print media is informative and should be used for simplistic products. Researchers believe that advertising should be identical across all media in order to be effective.

What are the two major questions related to media choices?

The two major questions related to choices among media sources are: (1) what reaches the most people; and (2) what costs the least? An IMC schedule varies depending on the time of the year. If the marketing goal is to brand attitude change, then reach and frequency are the media goals and these are measured by viewership and traffic indices.

What media question do companies need to answer?

One media question that companies need to answer is: "How much should we spend?"

What are the two major questions related to choices among media sources?

The two major questions related to choices among media sources are: (1) what reaches the most people; and (2) what costs the least?

What is the term for a breakeven for advertising?

Marketers try to determine ROI or ROMI, which is basically a breakeven for an advertising expenditure.

What is the difference between print and TV ads?

TV ads are vivid and dramatic and should be used for complex products, while print media is informative and should be used for simplistic products.

What is the most expensive type of advertising?

The most expensive type of advertising media is online (websites).

What does Aaron tell his secretary about his insurance business?

Aaron tells his secretary that he wants to generate some positive feelings in the community about his insurance business . He asks his secretary to think of some ways he can get some positive PR for his business, and she responds that he should consider sponsoring a community event, or perhaps purchasing uniforms for a local little league team. Aaron's secretary has made some good suggestions.

What does a brand manager do during push sales?

During push sales, the brand manager will typically offer members of the channel "trade allowances."