Posted in Marketing and Strategy Terms, Total Reads: 912
Definition: Continuous Advertising
Continuous advertising is a marketing strategy in which the consumers of a good or service are continuously reminded of its need, especially during periods of low or non-existent sales. This model is mainly used for non-seasonal products (like soaps, toothpastes, mobile phones, etc.) and sometimes for seasonal products (like woollens, umbrellas, etc.). Advertising runs steadily over the campaign period with very little differentiation.
Continuous advertising is a kind of scheduling model. Scheduling refers to the pattern of advertising timings of a brand aiming to coincide with favourable selling periods. The other two scheduling models are ‘flighting’ and ‘pulsing’ advertising.
Continuous advertising is prevalent in service and packaged goods which need continuous reinforcement so that the audience is influenced at the point of purchase due to top of mind recall of that particular brand. The pattern of advertising may involve short gaps at regular intervals or long gaps, throughout the year.
The advantages of this scheduling model over the flighting and pulsing models are that it covers the entire purchase cycle and so, acts as a constant reminder. This helps the adopting companies gain cost efficiencies in the form of large discounts and positioning advantages from the various media channels used.