What is pulsing? What are the advantages of pulsing?

What will be an ideal response?

Maintaining a high level of awareness with traditional media is expensive and requires the continual production of new ad copy as the old copy wears out. One cost-effective approach to message reinforcement that maintains awareness and reduces copy wear-out is called pulsing. Pulsing involves the use of alternating exposure periods.

If a business can maintain a desired level of awareness with pulsing, it can reduce the cost of advertising because it incurs no advertising costs in the alternating periods of no exposure. A secondary benefit of pulsing is that it reduces copy wear-out due to overexposure to the same messaging. Because the marketing message is not seen on a continual basis, the ad copy's novelty and appeal wear out at a slower rate. Pulsing also reduces the potential for overexposure, which can cause customer irritation and reduce ad effectiveness.