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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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Suggested solutions
TERM
Flighting Strategy
Media scheduled in bursts with dark weeks.
Definition
Flighting alternates on periods with off periods to concentrate spend.
How to Calculate
Plan high GRPs for a few weeks, then pause.
Why it Matters
Builds bursts of awareness cost effectively.
Key Advantages
Good for seasonal categories.
Example
Run heavy TV weeks 10-12, then dark.
Use it to
Compare flighted media to continuous patterns to understand build, decay, and efficiency. Choose flight timing and gaps based on persistence of sales effects and competitive pressure.
