burst campaign

Definition

A concentrated marketing blitz over a short period, flooding channels with messaging like a promotional tsunami. The opposite of always-on, favored by those with seasonal products or limited budgets.

Example Usage

We're running a two-week burst campaign around Black Friday with triple our normal ad spend concentrated in that window.

Origin

Traditional advertising scheduling terminology from broadcast media planning.

Fun Fact

Burst campaigns can create artificial urgency but risk being forgotten quickly unless followed by sustaining efforts.

Source: Media planning and advertising strategy

Related Terms

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conversion rate

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competitive conquest

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