Final answer:
Hallmark's strategy of intermittently running ads is known as 'flighting'. It optimizes for the Attention Economy, while adapting to the changing landscape of product advertising influenced by technology.
Step-by-step explanation:
When Hallmark uses a strategy of running advertisements for set periods of time, alternating with periods in which no ads run, this practice is best described as flighting. Flighting is an advertising schedule strategy that aims to achieve a balance between the high-impact presence of continuous advertising and budget constraints, often associated with certain seasons or events.
This approach capitalizes on the Attention Economy, addressing consumers' evolving media consumption habits and the decline in traditional advertising effectiveness due to technologies such as remote controls and recording devices that enable ad skipping.
The implementation of flighting by Hallmark represents a response to the changing landscape of product advertising, as highlighted by Naomi Klein's critique of corporate branding and the transitions described in post-millennial advertising strategies. It takes into account sophisticated data analytics to target specific demographics, which can be critical for efficiency in an era where technology and media continue to transform the ways companies reach their audience.