fighting strategy

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

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hero content

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newsjacking

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shill

A person secretly paid to hype up a product while cosplaying as an unbiased enthusiast, essentially the original influencer before Instagram made it a legitimate career. They're the planted audience member at an auction driving up bids, or that 'random customer' in the infomercial who just can't believe how amazing this vegetable chopper is. The word itself has become the ultimate callout in online discourse for anyone suspected of suspiciously enthusiastic endorsement.

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post-testing

Research conducted after a campaign runs to measure effectiveness and extract learnings. The marketing equivalent of an autopsy, but hopefully with better news.

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Intermediate

inorganic

In marketing speak, growth or reach that you actually paid for rather than earned through genuine audience love—the difference between making friends and buying them. Unlike 'organic' content that spreads naturally, inorganic means you opened your wallet to boost that post, sponsor that influencer, or plaster ads across the internet. It's not fake growth, it's just growth with a credit card attached.

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