Author Question: Smoothing demand means shifting patronage to times when a service's productive capacity is underused ... (Read 70 times)

Collmarie · **on:** Jun 29, 2018

Smoothing demand means shifting patronage to times when a service's productive capacity is underused and deflecting or discouraging patronage when it is oversubscribed.

Indicate whether the statement is true or false

Question 2

How is the concept of message wight associated with gross impressions? Why are media planners interested in the message weight of a media plan?

phuda · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

T

Answer to Question 2

Message weight is a media measure and refers to the total mass of advertising delivered. Message weight, at least in traditional media, is
typically expressed in terms of gross impressions. Gross impressions represent the sum of exposures to the entire media placement in a media plan.

Media planners are interested in the message weight of a media plan because it provides a simple indication of the size of the advertising effort being placed against a specific market.