What characterizes a continuous media schedule?

A continuous media schedule is defined by the consistent and steady presence of advertising throughout a specified time frame. This approach allows a brand to maintain ongoing visibility and engagement with its audience, ensuring that the message reaches consumers regularly rather than intermittently.

By employing a continuous schedule, companies can keep their brand top of mind and reinforce their messaging over time, which is especially advantageous for products or services that require regular consumer interaction. This strategy is commonly utilized for consumer goods that have consistent demand or for brands aiming to build long-term relationships with their audience.

The other options describe different advertising strategies. Heavy promotion on weekends suggests a concentrated timing approach rather than a steady presence throughout. Sporadic advertising based on events indicates a more reactive approach, while advertising only during holidays signifies a very limited and specific timeframe for engagement. These strategies contrast with the continuous approach, which is focused on regularity and frequency without concentrated periods of high activity.