Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000.The entire adult population of the city is considered Champion Chocolate's target market.Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day.The media classes selected are local television, magazine, and newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show.The show has a rating of 30.Eight ads will run in the regional edition of a magazine.The magazine has reach of 10.Twelve ads will run in the local newspaper.The paper has a reach of 40.
-(Scenario 12-3) Considering the holidays that Champion Chocolate wants to particularly target, it will be advertising based on a ____ media schedule.

Question

Quizplus · Accepted Answer

The media strategy that Champion Chocolate is pursuing is a pulsing schedule, which involves heavier advertising during specific times with less advertising in between. In this case, the company is targeting specific holidays by increasing its advertising efforts in the two weeks preceding each holiday.

Scenario 12-3 Champion Chocolate Sells Handmade Specialty Chocolate Candies in a Midwest