MINI-CASE Vincent & Rankine Is a Company That Spends Billions of of Dollars

MINI-CASE
Vincent & Rankine is a company that spends billions of dollars annually on marketing communications,primarily because they have many brand offerings in several product categories.Some of these expenditures are used on marketing communications targeted at end-user consumers of their brand,and other expenditures are used on marketing communications targeted at intermediaries in the channel of distribution.
-Mini-Case Question.Since many of Vincent & Rankine's consumer products are products used every day to satisfy customer needs,the company advertises frequently.However,the cost of advertising has increased dramatically over the years and V&R is concerned about the potential for copy wear-out and customer irritation due to overexposure.The company decides to address this situation by using alternating exposure periods.The firm advertises its products over a 4-week exposure,and runs its advertisements in alternating 4-week periods.In this example,Vincent & Rankine uses which of the following strategies?

A) a heavy-up message frequency strategy
B) a pulsing message frequency strategy
C) a pull communication strategy
D) a push communication strategy
E) a diversification strategy