What type of advertising schedule includes bursts of heavy advertising followed by periods of no advertising?

A flighting advertising schedule is characterized by periods of intense advertising followed by intervals of no advertising. This approach is often used for seasonal products or services that experience fluctuations in demand. For example, a company may heavily advertise a product during peak seasons—like holiday or back-to-school periods—while reducing or ceasing advertising during off-peak times.

The advantage of flighting is that it can maximize the impact of advertising by allocating resources strategically, enhancing the brand's presence when consumer interest is at its highest. By contrast, a continuous advertising schedule maintains a consistent level of advertising activity throughout the year, regardless of fluctuations in demand. A pulsating schedule, on the other hand, combines elements of both continuous and flighting schedules, maintaining baseline advertising while increasing intensity at certain times. An intermittent schedule does not have a widely recognized definition in advertising literature as it relates to established scheduling strategies. Thus, flighting is the most accurate term for the described ad strategy.