fighting strategy

Intermediate 📣 Marketing / Advertising

Definition

A media scheduling approach where advertising runs in bursts with gaps between flights, as opposed to continuous presence. Perfect for brands that want intermittent relevance and confused consumers.

Example Usage

We're using a fighting strategy with heavy pushes around holidays and going dark in February when nobody remembers we exist anyway.

Origin

Media planning terminology from traditional advertising, contrasting with 'continuous' and 'pulsing' strategies

Fun Fact

Fighting strategies work best for seasonal products but can devastate brand recall if gaps are too long.

Source: Media planning and advertising strategy terminology

Related Terms

Beginner

Above the Fold

The part of a webpage visible before scrolling, borrowed from newspaper terminology by people who have never actually held a newspaper. Marketers treat it like sacred real estate, cramming it with CTAs like a clown car at the circus.

📣 Marketing / Advertising
Beginner

shelf talker

Small promotional signs attached to retail shelves at product level, literally talking to shoppers at the point of decision. The impulse-buy whisperer of retail marketing.

📣 Marketing / Advertising
Beginner

publicity

The art of getting people to pay attention to something through media coverage, press releases, and strategic information drops, ideally without having to pay for advertising. It's what happens when your brand does something newsworthy enough that journalists actually care to write about it. Unlike advertising, publicity is theoretically "earned," though publicists would argue they work pretty hard to make it look effortless.

📣 Marketing / Advertising
Intermediate

Growth Hacking

A Silicon Valley term for marketing on a budget, dressed up to sound like you're breaking into a mainframe. In practice, it usually means spamming people on LinkedIn and calling it a strategy.

📣 Marketing / Advertising🚀 Startup / VC
Intermediate

owned media

Marketing channels you control directly, like your website, blog, or email list, as opposed to rented space on platforms that could change their algorithms tomorrow. It's the digital equivalent of owning versus renting, with similar arguments about long-term value.

📣 Marketing / Advertising
Intermediate

ladder strategy

A sequential content marketing approach where each piece builds on the previous, leading audiences from awareness to conversion. Like a choose-your-own-adventure book, but with more CTAs.

📣 Marketing / Advertising

Translate This Term

See “fighting strategy” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

Try the Translator

Share This Term

Post on XShare on FacebookShare on LinkedIn

Discover a Term

Advanced

clostridium

A genus of bacteria that throws the ultimate anaerobic party in soil and intestines, including the overachievers respons...