There are three types of scheduling patterns.

Continuity Here the media weights are spread evenly and continuously across the years. This is the preferred pattern of scheduling for most FNCG brands which do not show much seasonality. These are shopped throughout the year. It is sensible to put the message across throughout. This pattern is conducive for media deals. We can negotiate preferred positions. We can negotiate better rates. Brands with budget constraints find this option of limited use. There could be below threshold visibility.

Flighting Here we advertise in bursts, with gaps in-between, when no activity happens. There is concentration when bursts happen. It is good for brands with budget constraints. Flighting allows these brands to compete effectively. It suits us more if the competitor uses continuous scheduling.

We can scream at chosen time. Flighting enables better handling of a multi-media campaign. We can chose a primary medium to complement the campaign. The minus point of flighting is that as in the burst period we compress all advertising activity, the frequency is built up at the cost of reach. In case the time lag between two bursts is long, the ad may be forgotten. Competition can take advantage of the gap.

Pulsing Pulsing combines the best of both the worlds — continuity and flighting, and minimizes the drawbacks of both the worlds. Here the base is made up of a continuous evenly spaced activity, together with heavier weights in the key-time periods. It is better for round-the-year sale brands which have enhanced sale in some months. Consumer durables  by and large fall in this category. There is a surge in their sales in the festive season. Generally, a low-priced medium is used to provide continuity, and a high-priced medium is used for flighting.