Unit 2 · Media Planning and Budgeting · Module 12 of 40

Media Scheduling Patterns

Learning objective

Choose between continuity, flighting and pulsing against seasonality and purchase cycles.

Concept summary

Continuity suits frequently bought categories; flighting concentrates weight into seasonal peaks and dark periods; pulsing keeps a base level with bursts. Effective frequency, decay of memory and competitive noise drive the choice.

Application task

Draw a 12-week schedule for one product and label the pattern and reason for each burst.