A technique for extending advertising dollars using periods of media activity interspersed with periods of inactivity. This is when the amount of advertisement messages scheduled varies depending on a certain time. For example, 9:00 AM on a Thursday is a great time to share a new blog post so this is when a business might choose to advertise themselves a lot, where Wednesdays after 8 gets pretty low responses so businesses might not spend much time advertising then.

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