Budget-Conscious Media Buyers Use a Skip Schedule That Allows Them

question 19

Multiple Choice

Budget-conscious media buyers use a skip schedule that allows them to

• A) sell products at a seasonal time of year.
• B) purchase media time and space in a uniform manner.
• C) purchase media time and space on an alternative basis.
• D) launch a new product.
• E) change from one agency to another.

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Definitions:

Theory

A system of ideas intended to explain something, based on general principles independent of the thing to be explained.

Frugality

The quality of being economical with resources or expenditure; practicing restraint in the use of materials and funds.

Cognitive Dissonance

A psychological state of discomfort arising from holding two or more conflicting beliefs, values, or attitudes, leading to behavior change or attitude adjustment.

Consistency

is the tendency to maintain a uniform behavior, attitude, or belief over time.