DECA+ Business Management and Administration Practice Exam

Which media timing strategy concentrates advertising during peak sales periods?

1. Flighting Strategy

2. Lockout

3. Skimming

4. Churning

The correct answer is: Flighting Strategy

The flighting strategy is designed to optimize advertising effectiveness by concentrating promotional efforts during peak sales periods. This approach works on the principle that businesses can allocate a larger proportion of their advertising budget to times when they expect higher sales volume, such as holidays or seasonal peaks. By doing so, they aim to maximize impact and brand visibility when consumer demand is at its highest. This strategy involves alternating periods of intense advertising with phases of minimal or no advertising, allowing companies to create awareness and encourage purchases during specific times when consumers are most likely to buy. Consequently, the focus is on bolstering awareness during critical sales periods, ultimately aiming for a more efficient use of resources. Therefore, the flighting strategy is particularly effective for products or services with clear seasonal demand patterns.