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Advertising in Bursts or Continuously?

Which is the best strategy to advertise your product? Is a Continuous advertising strategy best or will Bursts (Flighting) bring you more ROI?

To read the reason behind each of these terms, click here.

Read here and here the Implications of Advertising Schedules.

Example of a brand using Continuous campaign method is Pingo Doce.

Through the year they have tv and OOH advertisements, the message never changes. They advertise that they have the freshest products and the best prices.

  • Pingo Doce thrives to be the new version of the traditional grocery store. Where you are always greeted with a smile and you can always expect fresh Portuguese products.
  • Year-long promotions of this kind are often, simply the products would change.
  • “Authentic National Angus” Naturally rich in taste.
  • For purchases above 25Eur, pay only half the final price.

Example of a brand using Bursts (Flighting) campaign method is Super Bock. This Portuguese beer brand advertises mainly when summer arrives. Using smart tricks of words and visuals in all their media they achieve high reach.

  • OOH present in Lisbon airport and highly touristic spots. The beer bottles are in line expecting the newcomers.
  • Humorous pun mixing the summer season and friendship highly enlightened by the brand.
  • Humorous pun between the shape of the typical beer glass and a horn.
  • Humorous pun between the most famous Nudist Portuguese beach and the “naked” label.

Click here for the brands official Youtube page.

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