Investment Management Certificate (IMC) Practice Exam

What type of advertising schedule involves varying expenditures throughout the campaign?

1. Continuous

2. Flighting

3. Pulsing

4. Seasonal

The correct answer is: Flighting

The correct choice pertains to flighting, which is an advertising schedule characterized by alternating periods of intense advertising and periods of little or no advertising. This approach allows advertisers to allocate varying expenditures throughout the campaign based on the most effective times to reach their target audience. For example, a product may see spikes in advertising during peak sales seasons, such as holidays, followed by periods of reduced spending when consumer interest typically wanes. This helps manage budgets effectively while optimizing exposure at the most impactful times. In contrast, a continuous schedule involves constant, steady advertising throughout the campaign. Pulsing combines elements of both continuous and flighting strategies, maintaining a base level of advertising while increasing spending during critical periods. Seasonal advertising focuses specifically on timings aligned with seasonal demand, limiting expenditures to those peak periods but not necessarily alternating like flighting does. Understanding these distinctions is crucial for effective advertising strategy development.