Describe the concept of continuity, name and describe the three ...

[future617RT]

Describe the concept of continuity, name and describe the three continuity schedules and give an example of when each would be best utilized.

Question 2

There are proportionately _____ younger, middle-aged adults (ages 35 to 49) than there were in prior generations.
 a. the same number of
  b. more
  c. fewer
  d. dramatically more
  e. fewer middle-agers than

[wshriver]

Answer to Question 1

Continuity involves the matter of how advertising should be allocated during the course of an advertising campaign. Advertisers have three general alternatives related to allocating the budget over the course of the campaign:
1 . Continuous. In this schedule, an equal or relatively equal amount of ad dollars is invested throughout the campaign. Such an advertising allocation would make sense only if the product were consumed in essentially equal quantities throughout the year.
2 . Pulsing. In this schedule, some advertising is used during every period of the campaign, but the amount of advertising varies from period to period. This schedule is appropriate for products that have seasonal consumption patterns.
3 . Flighting. In this schedule, the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months. This schedule would also be appropriate for seasonal products, but it can also be used to concentrate expenditures in a short period of time, following by a hiatus period, and then other concentrated periods.

Answer to Question 2

c