A pulsing strategy is the most severe type of continuity adjustment and is characterized by alternating periods of intense advertising activity and periods of no advertising.

Question

Quizplus · Accepted Answer

A pulsing strategy actually combines elements of both continuous and flighting strategies, where advertising is maintained continuously but at certain periods, the intensity is increased to make an impact. The most severe type of continuity adjustment, characterized by alternating periods of intense activity and no advertising, is more accurately described as a flighting strategy, not pulsing.

A Pulsing Strategy Is the Most Severe Type of Continuity