Might media scheduling vary by product category and brand? An interesting perspective on this question is provided

❹ Might media scheduling vary by product category and brand? An interesting perspective on this question is provided by one study which showed that 90 per cent of respondent product managers had the key objective of increasing category share for their brand. The respondent fast-moving consumer goods brand managers indicated that, for many brands, ‘their message decays rapidly in the mind of the consumer’.45 What media strategy does this suggest for such products? (Learning Objective 3) (AACSB: Reflective Thinking)