Purchasing media time in periodic waves, separated by periods of inactivity, is known as
A) hiatus
B) continuity
C) flighting
D) shotgun
E) flexibility

Question

Quizplus · Accepted Answer

Purchasing media time in periodic waves, separated by periods of inactivity, is known as flighting. This strategy is commonly used when a product or service has seasonal demand, and advertisers want to concentrate their efforts during those peak periods while avoiding spending money during off-seasons. This approach helps to conserve resources, reach more targeted audiences, and achieve a better return on investment (ROI) by minimizing wasted ad spending outside of the peak demand window.

Purchasing Media Time in Periodic Waves, Separated by Periods of Inactivity