What are the four types of advertising timing patterns available to marketers when launching a new product?
What will be an ideal response?
In launching a new product, the advertiser must choose among continuity, concentration, flighting, and pulsing.
• Continuity means exposures appear evenly throughout a given period. Generally, advertisers use continuous advertising in expanding market situations, with frequently purchased items, and in tightly defined buyer categories.
• Concentration calls for spending all the advertising dollars in a single period. This makes sense for products with one selling season or related holiday.
• Flighting calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity. It is useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal.
• Pulsing is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity. It draws on the strength of continuous advertising and flights to create a compromise scheduling strategy. Those who favor pulsing believe the audience will learn the message more thoroughly, and at a lower cost to the firm.
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Which of the following best describes why publicly-traded corporations follow the practice of having the external auditor appointed by the board of directors or elected by the stockholders?
A. To encourage a policy of rotation of the independent auditors. B. To promote an adversarial relationship between the auditor and the corporation's management. C. To give management more leverage over the auditor's decisions. D. To enhance auditor independence from the management of the corporation.
It is recommended that female leaders develop a situational or ______ stance toward the negative attributions and stereotypes that they might encounter.
a. contingency b. stereotypical c. incongruous d. diverse
Given the network in Figure 11-1, the critical path is
A) A-C-F-H. B) B-D-E-F-H. C) A-C-E-G-H. D) B-D-G-E-F-H. E) None of the above
Explain what the court means when it refers to "that weasel word ‘effectively.'"