_____ refers to the duration of an advertising message or campaign over a given period of time.
A) Frequency
B) Continuity
C) Effective reach
D) Attention value
E) Medium value

Question

Quizplus · Accepted Answer

Media planners refer to the duration of an advertising message or campaign over a given period of time as continuity. Few companies spread their marketing efforts evenly throughout the year. They typically heavy up before prime selling seasons and slow down during the off-season.

_____ Refers to the Duration of an Advertising Message or Campaign