An advertising scheduling pattern that has a period of intensified activity is popularly called
(A) experimental schedule
(B) flight
(C) intensive burst
(D) focussed campaign
Correct Ans: (B)
Explanation:
In media planning, a “flight” refers to a scheduling pattern where advertisers intensify advertising efforts for a limited time, followed by periods of no advertising. This technique is known as flighting, and it helps brands maintain consumer interest while efficiently managing budgets.
Let’s break it down. When a brand wants to maximize visibility during peak seasons or product launches, it uses a flight schedule to increase frequency temporarily. After this “flight” or burst, the campaign takes a break, saving money while the initial push continues to influence the audience.
For example, a cold drink brand may run a high-intensity campaign during summer and pause during winter. By doing this, they target the season when demand is naturally high.
Let’s also examine the incorrect options:
- (A) Experimental schedule implies testing ad performance but doesn’t refer to intensified bursts.
- (C) Intensive burst sounds close but lacks precision. While it describes the activity, it’s not the recognized term.
- (D) Focussed campaign refers to targeted messaging, not scheduling patterns.
In contrast, flighting is a well-established industry term. It allows for budget optimization, seasonal targeting, and reducing audience fatigue. When brands don’t need constant visibility but want to stay memorable, this strategy works perfectly.
Moreover, when used strategically with pulsing (a combination of steady and flighting) or continuous scheduling, advertisers can fine-tune campaign impact based on product type, audience behavior, and market trends.
So, without any doubt, option (B) Flight is the correct and technically appropriate answer in the context of advertising scheduling.
