In allocating its marketing communications budget, weight-loss programs such as Weight Watchers that advertise primarily during the first of a year would tend to use the ________ schedule.
A)flighting
B)continuous
C)payout
D)pulsating

Question

Quizplus · Accepted Answer

Weight-loss programs such as Weight Watchers advertising primarily during the first of a year suggest that they are using the flighting schedule. This schedule involves intermittent periods of advertising and non-advertising. In this case, Weight Watchers is likely capitalizing on the increased demand for weight-loss programs at the start of the year due to New Year's resolutions.

In Allocating Its Marketing Communications Budget, Weight-Loss Programs Such as Weight