Which statement best describes a Pulse flighting approach?

Which statement best describes a Pulse flighting approach?

• A. Burst of activity for any number of consecutive weeks.
• B. Heavier weight of advertising over a short space of time.
• C. A TV campaign that will appear week-on and week-off.
• D. A TV campaign with activity every week.

Answer: (C)

Pulse flighting schedules advertising in bursts with breaks in between. This approach creates impact by concentrating activity during certain periods and pausing at others, which helps manage budget while keeping the message visible. The way this shows up in TV planning is a week-on, week-off pattern: ads run for a week, then there’s a pause the next, and this alternates. That alternating rhythm is what distinguishes flighting from a constant, week-by-week presence or a single, continuous burst. So, describing a TV campaign that appears week-on and week-off best captures this approach.

Pulse flighting schedules advertising in bursts with breaks in between. This approach creates impact by concentrating activity during certain periods and pausing at others, which helps manage budget while keeping the message visible. The way this shows up in TV planning is a week-on, week-off pattern: ads run for a week, then there’s a pause the next, and this alternates. That alternating rhythm is what distinguishes flighting from a constant, week-by-week presence or a single, continuous burst. So, describing a TV campaign that appears week-on and week-off best captures this approach.