Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. 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. They decide to use local television, magazine, and newspapers to advertise the products. 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)Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus,its advertising schedule is reflective of a _________ strategy.

Question

Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of850,000. 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. They decide to use local television, magazine, and newspapers to advertise the products. 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)Champion Chocolate wants to advertise throughout the year but promote its products more rigorously during the holidays.Thus,its advertising schedule is reflective of a _________ strategy.

Quizplus · Accepted Answer

The advertising strategy described in the scenario is reflective of a pulsing strategy, which involves scheduling advertising throughout the year but increasing the intensity of advertising during specific periods of time (in this case, the holidays). Flighting strategy involves alternating periods of heavy advertising and periods of no advertising, continuity strategy involves a consistent level of advertising throughout the year, and net promoting strategy is not a recognized advertising strategy.

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