In the context of evaluating media strategies to measure advertising effectiveness, owing to the increasing costs of media time, it is important to evaluate
A)the duration of association between a company and its spokesperson.
B)the value of customer juries.
C)flighting versus pulsing or continuous schedules.
D)whether or not to conduct posttesting.
E)the readability of the print ad.

Question

Quizplus · Accepted Answer

Flighting, pulsing, and continuous schedules refer to how often and consistently advertising is shown. With increasing costs of media time, it is important to evaluate which scheduling strategy is most cost-effective while still reaching the desired audience. The other options listed may be important factors in evaluating advertising effectiveness but are not directly related to the costs of media time.

In the Context of Evaluating Media Strategies to Measure Advertising