Investment Management Certificate (IMC) Practice Exam

In a pulsing schedule, how is advertising investment managed?

1. Advertising is done only at peak season

2. Advertising varies but occurs during all periods of the campaign

3. Advertising is consistent but decreases at intervals

4. Zero advertising occurs in some periods

The correct answer is: Advertising varies but occurs during all periods of the campaign

In a pulsing schedule, advertising investment is managed by having ads run during all periods of the campaign, though the intensity of advertising may vary. This approach allows for maintaining brand visibility throughout the year while also recognizing and amplifying advertising efforts during key periods or peak seasons. By implementing a pulsing strategy, a brand can effectively balance consistent presence in the market with heightened bursts of advertising around specific events or times when they expect consumer engagement to be higher. This strategy is often used to ensure that the brand remains top of mind for consumers throughout the year, rather than only during peak seasons or sporadically. The variability in advertising efforts enables brands to adapt to changing market conditions and consumer behaviors while leveraging data to optimize their reach and effectiveness across various timeframes.