Question

What is a discontinuous campaign?

    What is a discontinuous campaign?

Integrated Advertising, Promotion, and Marketing Communications

Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow,… 8th Edition

Chapter 7, Problem 8

Instant Answer

Solved by Expert Ankit Gupta

08/21/2020

Step 1

Instead, it involves intermittent bursts of promotional activities followed by periods of inactivity. This approach is often used to create a sense of urgency or Show more…

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What is a discontinuous campaign?

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Key Concepts

Marketing Campaign Strategy

A marketing campaign strategy encompasses the overall plan and approach used to promote products, services, or ideas to a target audience. It involves determining objectives, identifying the audience, crafting key messages, choosing communication channels, and scheduling activities designed to achieve strategic business goals.

Campaign Continuity versus Discontinuity

Campaign continuity refers to ongoing, consistent marketing efforts that maintain a constant presence and message over time. In contrast, a discontinuous campaign involves sporadic or intermittent bursts of promotional activity rather than a steady, unbroken series of communications. This approach can be used to generate brief, intense periods of attention or to align with specific events and opportunities, rather than maintaining continuous market engagement.

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