There is much debate about the optimum TV schedule. The type of campaign – brand (or product) led, emotional or functional – is often the determining factor in TV scheduling. Continuity, flighting and bursts are among the most common approaches.
Definitions
Continuity: Advertising runs steadily with little variation over a campaign period
Flighting: Intermittent periods of advertising, alternating with shorter periods of no advertising
Burst (pulse): Heavy bursts of advertising during key selling periods, combined with a low level of advertising all year round
Recency planning: Continuous advertising based on the idea that people purchase all year
Continuous reach...