What type of scheduling varies advertising frequency according to demand?

A pulsating advertising schedule is designed to adjust the frequency of advertising in response to changes in demand for a product or service. This approach allows companies to increase advertising during peak demand periods while maintaining a baseline level of advertising during off-peak times. By fluctuating the intensity and frequency of advertising, businesses can effectively align their marketing efforts with consumer interest, maximizing the impact of their campaigns when demand rises.

In contrast, a cyclical advertising schedule tends to follow a regular pattern based on seasonal trends, not necessarily reacting dynamically to current demand levels. A continuous advertising schedule ensures that advertising is constant over time, regardless of demand fluctuations, which can be less efficient in responding to market changes. A flighting advertising schedule alternates periods of heavy advertising with periods of no advertising, focusing on specific times but not necessarily aligning with varying demand. Therefore, the pulsating approach provides a more responsive strategy to advertising frequency as demand changes.