The method of heavy media usage for a given period of time for advertising is known as
(A) Survey method
(B) Experimental method
(C) Wave method
(D) Exploratory method
Correct Ans: (C)
Explanation:
The wave method involves heavy media usage within a short time frame to promote a product or campaign. Advertisers use this strategy to create a strong impact, increase recall, and influence consumer decisions. Instead of spreading advertisements evenly over time, they release them in waves, ensuring high audience exposure.
This method works effectively for brand awareness campaigns, product launches, and seasonal promotions. For example, a company launching a new smartphone may flood TV, radio, and social media with ads for two weeks. After a break, they repeat the process. This keeps the product fresh in consumers’ minds while optimizing advertising costs.
Unlike the survey method, which collects data on audience preferences, the wave method focuses on advertising intensity. The experimental method tests different strategies before finalizing an ad campaign, while the exploratory method seeks to understand market trends before launching advertisements. However, none of these methods emphasize heavy media exposure like the wave method.
Marketers prefer this technique because it prevents ad fatigue, maintains audience interest, and maximizes engagement. Additionally, using multiple advertising bursts instead of continuous ads helps save costs while maintaining high visibility.
In conclusion, the wave method ensures that advertisements reach audiences effectively through short, intense bursts of media exposure. This technique enhances brand recall, boosts sales, and creates a lasting impression on consumers.
