Dictionary of Marketing Terms: flight
flight
- term used in media scheduling that indicates the length of the advertising period. Typically, an advertising campaign runs for a specified number of weeks, followed by a period of inactivity, and then is resumed. Each activity period is known as a flight. This spacing prevents overexposure to the advertisement or commercial without allowing the message to be forgotten. It also reduces media expenditures.
- part of a promotional campaign conducted in segments over time, such as a direct-mail advertising campaign with a series of drop.
Each flight in a direct-mail campaign is generally larger than the previous one and is not mailed until the success of the previous flight is confirmed. The final and largest mailing is called the rollout.
