Continuity or Burst? How Do TV Strategies Compare?
Pascale MerzereauandLaurent BattaisIn 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...