Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.
A) reach
B) frequency
C) weight
D) continuity
E) cost

Question

Molly is an advertiser who is assisting one of her clients.The client is concerned with the how advertising budget should be allocated over time.The client is concerned with the _____ fundamental objective to media planning.
A) reach 
B) frequency 
C) weight 
D) continuity 
E) cost

Quizplus · Accepted Answer

Continuity refers to how advertising budget should be allocated over time. It is one of the fundamental objectives of media planning as it ensures that advertising is spread out evenly over a period of time, rather than being concentrated in a short burst. This helps to maintain consumer awareness and interest in the product or service being advertised. Therefore, the client's concern with how advertising budget should be allocated over time aligns with the continuity objective of media planning.

Molly Is an Advertiser Who Is Assisting One of Her