Investment Management Certificate (IMC) Practice Exam

Which type of advertising schedule would you classify an even distribution of costs?

1. Continuous

2. Pulsing

3. Flighting

4. Seasonal

The correct answer is: Continuous

An even distribution of costs in advertising is categorized as a continuous schedule. This approach involves spreading advertising expenditures consistently over a specific period, ensuring that the advertising message is consistently presented to the target audience. The aim is to maintain a constant presence in the market, which can help build brand recognition and ensure that the message reaches consumers consistently rather than in bursts. In contrast, other options showcase different strategies. Pulsing involves maintaining a base level of advertising while increasing intensity during peak times, creating variations in spending. Flighting refers to alternating periods of intense advertising and no advertising at all, leading to spikes in costs. Seasonal scheduling focuses on advertising during specific times of the year relevant to consumer demand, which can lead to uneven cost distribution. Thus, continuous scheduling is characterized by its steady and regular approach to advertising expenses.