Final answer:
Flighting scheduling in advertising is characterized by intense periods of advertising followed by no advertising. Potential overexposure and high costs are drawbacks of this strategy. It is typically used to capitalize on high sales periods or product launches.
Step-by-step explanation:
High costs and potential overexposure are drawbacks for which type of scheduling? The correct answer is c. flighting. Flighting is an advertising schedule strategy that involves a heavy advertising period, followed by a period of no advertising, and then another period of heavy advertising. This pattern is typically employed to align with high sales periods or to make a strong impact when launching a new product.
The drawbacks of flighting include the risk of potential overexposure during the heavy advertising periods, which may lead to audiences becoming tired of the advertisements. Additionally, the high intensity of the advertising during these periods can result in increased costs. In contrast, other scheduling strategies like continuity or pulsing may aim to spread out advertising efforts more evenly over time, potentially mitigating these issues.