Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 18, Problem 5AMK
Summary Introduction

To discuss: The reason behind the more effectiveness of a flighting schedule than a continuous schedule for the given reason.

Introduction:

An advertisement is an announcement made in public to promote their product or service through television ads, radio ads, and advertising campaigns.

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Some national advertisers have found that theycan have more impact with their advertising byrunning a large number of ads for a period andthen running no ads at all for a period. Why mightsuch a flighting schedule be more effective than acontinuous schedule?
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