When advertisers want an immediate impact (e.g. to introduce a new product or to counter a competitor's aggressive campaign), they generally use a massed schedule to hasten consumer learning.

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Massed schedule refers to a concentrated advertising effort over a relatively short period of time, often to create an immediate impact on the target audience. Thus, advertisers use a massed schedule when they want to accelerate consumer learning quickly, e.g. to promote a new product or to counter a rival's aggressive campaign. So, the statement is true.

When Advertisers Want an Immediate Impact (E