Each of the following statements about campaign duration is true except:
A)changing ads within a campaign too frequently can impede message retention.
B)typical duration for most campaigns is around 1 year.
C)a campaign should last long enough for the message to be embedded in consumers' long-term memories.
D)the criterion typically used to determine when to change a campaign is wear-out effect.

Question

Quizplus · Accepted Answer

While some campaigns may last around 1 year, there is no set or typical duration for most campaigns. Most campaigns are designed to achieve a specific goal, such as increasing sales or brand awareness, and should last long enough for the message to be embedded in consumers' long-term memories. The criterion typically used to determine when to change a campaign is wear-out effect, or when the ad becomes stale and loses its effectiveness. Changing ads within a campaign too frequently can indeed impede message retention, especially if the changes are significant enough to confuse consumers.

Each of the Following Statements About Campaign Duration Is True