Flighting (advertising)

For the rotating helical screw blade, see Auger (drill).

Flighting is an advertising term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item. Any period of time during which the messages are appearing is called a flight, and a period of message inactivity is usually called a "hiatus".

The advantage of the flighting technique is that it allows an advertiser who does not have funds for running spots continuously to conserve money and maximize the impact of the commercials by airing them at key strategic times.

Advertisers will often employ less costly media such as radio or newspaper during a television flighting hiatus. This method of media planning allows the messages and themes of the advertising campaign to continue to reach consumers while conserving advertising funds.

References

Clow, Kenneth. Concise Encyclopedia of Advertising, pp 83–86. Haworth Pr Inc, March 2005. SKU / ISBN 0-7890-2211-7

This article is issued from Wikipedia - version of the Monday, February 10, 2014. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.