Burst vs Continuous Advertising Campaigns

Offer an example for a brand that follows a continuous advertising campaign and one that advertises in bursts. What’s the rationale behind their choice of scheduling?

Jeep

The Jeep Cherokee commercial, which ran between 2016 and 2017 in Canada, was a continuous advertising campaign that ran across multiple platforms and potential touchpoints. The rationale behind the choice of scheduling and location seemed to be focused on market penetration to help shift the image of Jeep so that they could expand their market despite increased competition. To do this, Jeep displayed multiple versions of two base commercials across TV, cinema, online, radio, and posters. This continuous campaign helped Jeep’s sales grow 5% in 2017, according to Timothy Cain of AutoFocus.com. This has been followed up with a fresh ad campaign for 2018, which promotes the Jeep Compass.

Expedia

Focusing specifically on advertising during the winter months, Expedia is one of the first-to-mind brands for burst campaigns. Originally focused on selling an escape from winter, the brand had to rethink it’s schedule a few years ago after backlash for their Escape Winter: Fear commercial. The Escape Winter campaign is evidence of their rationale behind choosing the burst campaign method in that they want to occupy a large portion of ad space when it is historically more affordable and when most Canadians are wanting to escape to warmer climates.

References

Expedia, 2014. Escape Winter: Fear. Vimeo. Available at: https://vimeo.com/83937713 [Accessed July 22, 2018].

Cain, T., Canada’s 25 best-selling SUV brands in 2017. Autofocus.ca. Available at: http://www.autofocus.ca/news-events/canadian-car-and-truck-sales/canada-s-25-best-selling-suv-brands-in-2017 [Accessed July 22, 2018].

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