Which type of media schedule runs ads steadily throughout the advertising period?

advertising that is simply heavier during the best sale periods. A retail department store may advertise ona year-round basis but place more advertising during certain sale periods such as Thanksgiving,Christmas, and back-to-school. Or beer may be advertised more heavily during the summer months andfootball season given the higher consumption levels at those times.Certain times of the year call for aseasonal media schedule. Products like Sudafed cold tablets andCoppertone sunscreen, which are used more during certain times of the year, tend to follow a seasonalstrategy.19.Media comparisons (TV, radio, print, etc.)Newspaper:Advantages:Geographic selectivity, Short-term advertiser commitments, News value andimmediacy, Year-round readership, High individual market coverage, Co-op and local tie-inavailability, Short lead time.Disadvantage:Limited demographic selectivity, Limited color, Low pass-along rate, may beexpensive.Magazines:Advantages: Good reproduction, Demographic selectivity, Regional/local selectivity, Longadvertising life, High pass-along rate.Disadvantage:Long-term advertiser commitments, Slow audience build-up, Limited demonstrationcapabilities, Lack of urgency, Long lead time.Radio:Advantages:Low cost, Immediacy of message, Short notice scheduling, No seasonal audiencechange, Highly portable, Short-term advertiser commitments, Entertainment carryover.Disadvantages:No visual treatment, Short advertising life, High frequency to generatecomprehension and retention, Background distractions, Commercial clutterTelevision:Advantages:Wide, diverse audience, Low cost per thousand, Creative opportunities fordemonstration, Immediacy of messages, Entertainment carryover, Demographic selectivity withcable.Disadvantages:Short life of message, Consumer skepticism, High campaign cost, Littledemographic selectivity with stations, Long-term advertiser commitments, Long lead times forproduction, Commercial clutter.Internet:Advantages:Fast growing, Ability to reach narrow target audience, Short lead time, Moderate cost.Disadvantages:Difficult to measure ad effectiveness and ROI, Ad exposure relies on “click through”from banner ads, not all consumers have access to Internet.

81.Pepsi-Cola uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule.a.seasonalb.pulsingc.flightedd.consecutivee.continuousANS:EA continuous media schedule allows advertising to run steadily throughout the advertising period.

82.The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend ofeach month. This is a _____ scheduling plan.

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83.A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule duringthe best sales periods.

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84.The Tween Scene is a retail store catering to 8- to 12-year-old boys and girls. It advertises regularly both on radioand in the daily newspaper. The month prior to the beginning of each new school year, the store buys extraadvertising space and time. This is an example of a(n) _____ scheduling plan.

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85.Which of the following products is most likely to use a pulsing media schedule?a.Romance novelsb.Gasoline

What Is Flighting?

Flighting is an advertising scheduling strategy that alternates between running a normal schedule of advertising and a complete cessation of all runs. Flighting refers to the period when advertising is being run, while the cessation period is known as a hiatus. A company may use a flighting media schedule as a way to save on advertising costs, while relying on the effect of its past advertisements continue to drive sales. As sales slow or more budget becomes available, the company will resume normal advertising.

Key Takeaways

• Flighting is an advertising scheduling strategy that can be turned on and off to save money and optimize for a product or service's most marketable time windows.
• Flighted media schedules are often used to promote products that are seasonal, or linked with certain times of day or days of the week.
• While most common with television advertising, flighting can also be used with Internet and radio advertising.

Understanding Flighting

Flighting as an advertising strategy runs contrary to the widely held belief that any lull in product promotion will slow its sales. Research and conventional wisdom hold that running ads on a continuous schedule is an effective way to compel consumers to buy a product or service. This strategy is consistent with recency theory, which is the belief that advertising is most effective when viewed just prior to when a consumer makes a decision and diminishes over time.

However, the nature of some industries, products, and consumer groups can make such continuous advertising strategies ineffective and wasteful. Marketing companies and advertising agencies utilize internal and paid-for research to formulate the right advertising strategy, one that yields the best results while also expending no more resources than necessary.

Flighting is frequently employed with seasonal products and services to optimize for a product's most marketable time windows. For example, a tax preparation service and a snowplowing company would be squandering their advertising budgets by running their ads in July; they are far more likely to run their ads during the winter months. This is where a flighted media schedule would come into play.

Other than seasonally, a flighted media schedule may be employed based on the day of the week or even the time of day. For example, if a client is most active at lunchtime, then advertisers would be best served by running ads then.

Similarly, if improving click-through rates on online ads is the goal, given that research shows that if viewers are less likely to click on a banner ad after seeing it several times, running it additional times is inadvisable. Such a strategy is known as "frequency control."

The Origin of Flighting

Flighting is most commonly associated with television advertising, but can also be used with other media types, such as radio or the Internet. It rose to prominence along with another strategy, "pulsing," as advertising rates grew faster than advertising budgets. Due to this change, companies were pressed to balance potential customers' ability to recall a product or service with the cost of constantly reaching them. The longer the recall period, the less necessary it may be to run as many advertisements.

Flighting vs. Pulsing

While flighting can be defined as a binary on/off scheduling of ad runs based on seasonality, pulsing involves continuous advertising that also features a number of intermittent, planned spikes in ad runs that are not based on seasonality.

What is a media schedule in advertising?

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What are the three types of media schedules?

What are the different types of media schedules?