The "media balloon" represents just the trade-off between reach and frequency.
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Q6: The reach pattern controls the degree and
Q7: The duration of advertising cycle is determined
Q8: The Blitz Pattern is both effective and
Q9: The Shifting Reach Pattern is quite easy
Q10: Pre-season advertising is not worth using because
Q12: The primary medium has only to deliver
Q13: Secondary media are usually chosen to boost
Q14: The rationale behind imagery transfer is that
Q15: Prime-time TV advertising is the best option
Q16: The Internet and magazines are not appropriate
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