Continuity or Burst? How do TV strategies compare?

Discusses whether burst (pulsing, flighting) of continuity media strategies are better. 15 experiments were done on the BehaviorScan system run by MarketingScan (a joint venture between GfK and Médiamétrie).

Continuity or Burst?  How Do TV Strategies Compare?

Pascale MerzereauandLaurent Battais

In advertising, all brands want to stand out. Each advertiser tries to build a campaign that will be seen better than those of competitors. This leads to pulsing or burst strategies so that, at least at a given moment, the visibility of the campaign explodes. A perverse result can be that the campaign becomes a flash in the pan. In fact, this ignores consumers continuous flow of purchases at a global population level: a spreadout campaign benefits from a continuous flow of distributed contacts with the...

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