Question

An ad campaign that buys a constant amount of GRPs throughout the year but then increases the GRP total during the eight weeks leading up to the most heavy purchasing period of the year is using a _____ message reinforcement strategy.

Answer 1

The ad campaign is using a fixed interval message reinforcement strategy.

Step-by-step explanation:

The ad campaign described in the question is using a fixed interval message reinforcement strategy. In a fixed interval schedule, reinforcement is delivered after a fixed amount of time has passed since the last reinforcement, regardless of the number of responses.

By buying a constant amount of GRPs throughout the year but increasing the GRP total in the weeks leading up to the most heavy purchasing period, the strategy aligns with a fixed interval schedule, where the reinforcement (i.e., increased GRPs) is delivered after a specific time interval or period.