An Ad Campaign Buys a Constant Amount of GRPs Throughout

question 48

Multiple Choice

An ad campaign buys a constant amount of GRPs throughout the year,and increases the GRP total during the weeks leading up to the most extensive purchasing period of the year is using a ________ message reinforcement strategy.

• A)distributed
• B)random
• C)deep line-up
• D)pulsing
• E)heavy-up

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Definitions:

Audience Preference

The tastes, interests, and behaviors that characterize a particular group of people an author or speaker aims to reach.

Communication Model

A theoretical framework that describes the process, components, and functions of communication between two or more parties.

Transmitting

The act of sending or conveying information, signals, or messages from one place or person to another.

Encoding

Putting an idea into a message (using words, images, or a combination of both).