John inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. however, the company was able to purchase 15-second spots at a higher than average price. in this scenario, john inc. is likely to have purchased airtime in the

Since the company, John Inc., was said to have been able to purchase 15-second spots at an above-average price, it is likely that the company purchased airtime in the scatter market. The scatter market allows for the purchase of airtime at a time closer to the actual broadcast but at a higher price. On the other hand, there is the up-front market wherein you buy airtime well ahead of time, for instance, when the broadcast schedule was just set.