Which continuity strategy is the most severe type of continuity adjustment,and is characterised by alternating periods of intense advertising activity and periods of no advertising (hiatus)?

Question

Quizplus · Accepted Answer

Flighting is the continuity strategy characterized by alternating periods of intense advertising activity and periods of no advertising (hiatus). It is the most severe type of continuity adjustment as it involves inconsistent and irregular patterns of advertising. Pulsing, on the other hand, involves continuous advertising with bursts of higher intensity during peak seasons or events, while continuous involves steady and uninterrupted advertising. Even and steady are not continuity strategies.

Which Continuity Strategy Is the Most Severe Type of Continuity