What does pulsing media strategy entail?

The pulsing media strategy involves alternating cycles of frequency to maintain brand awareness without requiring a constant high level of advertising presence. This approach allows advertisers to focus on periods of high exposure followed by periods of lower or no exposure, which can correspond to consumer needs or seasonal demands. For example, a brand might increase its advertising frequency during a peak shopping season while reducing it during off-peak times. This strategy efficiently utilizes budget and resources, enabling engagement with the target audience at key moments without overwhelming them with continuous messaging.

In contrast, other strategies involve either a continuous, high-frequency approach or a constant low level of exposure, which doesn’t align with the concept of pulsing that emphasizes flexibility and timing in advertising. The choice of pulsing allows for strategic bursts of advertising that can generate better recall and response from consumers while managing costs effectively.