> ## Content Index
> Fetch the complete content index at: https://www.adlingo.org/llms.txt
> Use this file to discover other available public pages before exploring further.

# Flighting Strategy
- URL: https://www.adlingo.org/glossary/flighting-strategy/
- Published: 2025-01-15T10:58:00.000Z
- Updated: 2025-01-15T10:58:00.000Z
- Description: The planned distribution of advertising weight or pressure across a campaign period, whether continuous, pulsing, or flighting (on/off periods).
- Author: Travis Lusk
- Tags: Agencies & Holdcos, #glossary, #Import 2026-10-27 17:05

A planning decision with trade-offs attached. Continuous delivery keeps the brand present and compounds awareness over time. Pulsing concentrates weight around high-intent periods. Dark periods let spend recover. None of these is the default right answer. The right answer depends on your purchase cycle, your competitive set, and what your response curves actually show.