Final answer:
A schedule with alternating periods of advertisement and no advertisement is known as a fixed interval schedule. This method of scheduling is used in media advertising to adapt to consumer behavior changes and comply with regulations like the equal-time rule.
Step-by-step explanation:
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run, refers to a fixed interval schedule. This approach, which can be applied to various forms of media advertising, reflects a pattern where there is a significant pause after a period of advertising, resembling a scallop shape in response patterns. Advertisers may utilize this to align with regulatory requirements, like the equal-time rule which mandates equal airtime opportunities for political candidates, or to adapt to changing consumer behaviors that have reduced the effectiveness of traditional advertising venues. New strategies in advertising are considered by companies to address shifts in consumer engagement and to navigate the decline in advertising revenue.