What does flighting strategy in media timing focus on?

The flighting strategy in media timing primarily involves alternating between periods of advertising and no advertising. This approach allows marketers to allocate their budget effectively by concentrating their advertising efforts during specific times when the product is more likely to be in demand, while pausing advertising during off-peak periods.

This strategy is useful for products that have fluctuating demand and can help generate awareness and interest when it matters most. By doing so, companies can create a more impactful and cost-efficient advertising campaign, responding dynamically to market conditions and consumer behavior.

Other strategies like continuous advertising would imply constant presence, which does not leverage the opportunities for targeted bursts of advertising that flighting provides. Advertising only during holidays restricts the campaign to a narrow timeframe and does not account for other peak periods outside of holidays. Lastly, being unaffected by sales cycles is contrary to the very essence of flighting, which is designed explicitly to respond to and take advantage of variations in consumer interest and sales patterns.