What advertising strategy focuses on concentrated advertising during peak sales times, with no advertising in between?

The flighting strategy is an advertising approach that emphasizes concentrated efforts during peak sales periods while foregoing any advertising in off-peak periods. This approach takes advantage of seasonal or cyclical trends when consumer demand is higher, allowing businesses to allocate their advertising budget more efficiently by focusing resources on specific times when they can generate the most impact.

By using flighting, companies can create a sense of urgency and excitement around their products during the times when they know consumers are most likely to buy. This strategy is often utilized in industries where sales fluctuate significantly, such as clothing or holiday-related products. It can also reduce overall advertising costs during slower periods, as no advertising expenditures are made when consumer interest is low.

In contrast, other strategies, such as pulsing, involve maintaining a continuous base level of advertising throughout the year with increased emphasis during peak times. The continuous strategy represents ongoing advertising efforts without significant variation in spending. The sequential strategy involves changing messages or advertising themes regularly, which does not align with the focused approach of the flighting strategy. Therefore, flighting is distinguished by its focused bursts of advertising aimed at maximizing consumer engagement and sales during critical times.