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.

Question

Quizplus · Accepted Answer

The strategy described is "heavy-up," where the ad campaign increases its GRP total during peak purchasing periods to maximize impact.

An Ad Campaign Buys a Constant Amount of GRPs Throughout