What is the potential downside of a continuous media strategy?

A continuous media strategy involves maintaining a consistent level of advertising over a prolonged period. While this approach can create habitual awareness and keep the brand top-of-mind, it often requires a significant commitment to spending over time. As a consequence, it can limit budget flexibility, making it more challenging to respond to market changes, consumer demand, or new opportunities as they arise. When funds are consistently allocated to this continuous strategy, there may be less room to experiment with different campaigns or channels that could yield better engagement or feedback.

The other choices highlight aspects that are usually advantageous in a continuous media approach. High frequency of audience exposure is a strength of continuous advertising, as regularly repeated messages tend to increase brand awareness. Reduced brand recall typically does not occur with continuous exposure; rather, frequent engagement can enhance it. Lastly, lower cost per impression is another benefit of a sustained approach, as continuous campaigns often lead to better pricing efficiencies over time due to negotiated rates for high-volume placements.