UK Accounting Glossary
A technique for scheduling broadcast commercials
Flighting is an advertising timing strategy where advertisements or commercials are run during a period (called a flight) followed by a period of no advertising (called a hiatus) followed by a flight and so on. This practice is contrary to the recency theory which argues that any gap in promoting a product will hurt its sales and, therefore, advertising should be continuous.
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This glossary post was last updated: 28th December 2019.