Marketing Communications

262 CHAPTER 8 MEDIA PLANNING

Continuity

Concerning campaign continuity, advertisers have three possibilities: a continuous, a pulsing

or a flighting schedule:

   A continuous schedule means that the advertiser spends a continuous amount of money

throughout the whole campaign period (Figure 8.7). However, since most companies have

budget constraints, a continuous schedule might result in too low expenditures per period

to be effective.

   A pulsing schedule indicates that a certain level of advertising takes place during the whole

campaign period, but during particular periods higher advertising levels are used (Figure 8.8).

   A flighting schedule is used when advertising is concentrated in only a few periods and not

during the whole campaign period (Figure 8.9). This might be preferred due to budget

constraints, for example. In other words, during some months no advertising takes place

in order to be able to spend higher levels during peak demand months.

Figure 8.7 Continuous advertising

Figure 8.8 Pulsing advertising

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