Investment Management Certificate (IMC) Practice Exam

What characterizes a flighting advertising schedule?

1. Consistent ad expenditure every week

2. Varying expenditures with gaps of no spending in some months

3. An equal amount spent across the campaign timeline

4. Continuous exposure to ads for all target audiences

The correct answer is: Varying expenditures with gaps of no spending in some months

A flighting advertising schedule is characterized by varying expenditures with gaps of no spending in some months. This approach involves alternating periods of intense advertising with periods of no advertisements at all. Such a strategy allows advertisers to target their campaigns during specific times when they believe their audience is most receptive, while also conserving resources during off-peak periods. This type of scheduling is often used for products or services with seasonal demand or for promotional events that do not require constant advertising presence. By concentrating their budget during peak times, advertisers can maximize exposure and impact when it matters most, rather than spreading their budget thinly across the entire campaign period. In contrast to the other options, a consistent ad expenditure every week represents a continuous advertising schedule that maintains the same level of spending throughout, while an equal amount spent across the campaign timeline also describes a different regular approach. Continuous exposure to ads for all target audiences suggests a saturation strategy that seeks to engage all segments without the dynamic shifting central to flighting.