Definition of continuity advertising

timing of media insertions (see insertion schedule) for the period of time an advertising campaign will run. For example: In a campaign designed to run over a six-month period, 40% of the media budget may be allocated for time and space insertions in the first month, then 30% for the second month, no advertising at all in the third month, and 10% in each of the next three months. Since 70% of the budget in this particular plan is to be spent in the first two months, there will be some carryover effect in the third month, even though there will be no insertions during this time. The advertising insertions in the last three months will serve as reminders and will maintain the continuity of the plan. It is important to remember that continuity advertising has only to do with the timing of the advertising.