In launching a new product, the advertiser has to choose among continuity, concentration, flighting, and ________ for media timing.

Question

Quizplus · Accepted Answer

The best choice for media timing in launching a new product is pulsing. Pulsing involves using a combination of continuity and flighting. This means that the advertiser chooses to advertise continuously, but with intermittent increases in advertising intensity. It is the most effective method for new product launches as it allows the advertiser to maintain a constant level of advertising presence while also creating spikes of high visibility to generate interest and create momentum.

In Launching a New Product, the Advertiser Has to Choose