The Shifting Reach Pattern is quite easy to implement because you simply concentrate your advertising on one or two particular media vehicles for one advertising cycle, then change to another non-overlapping small set of vehicles for the next advertising cycle, and so forth.
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Q4: Double-duty ads are called "double duty" because
Q5: Point-of-decision (P-O-D) media are secondary media and
Q6: The reach pattern controls the degree and
Q7: The duration of advertising cycle is determined
Q8: The Blitz Pattern is both effective and
Q10: Pre-season advertising is not worth using because
Q11: The "media balloon" represents just the trade-off
Q12: The primary medium has only to deliver
Q13: Secondary media are usually chosen to boost
Q14: The rationale behind imagery transfer is that
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