How should a company schedule an ad? There are are flighting, pulsing, and continuous options? By what criteria should a pattern be selected?

An example of a traditional advertisement can be seen in the Haribo ad. Link: https://www.youtube.com/watch?v=57ujnhrnryc The prime advantage of traditional means like TV or a newspaper advertisement is its acceptability among the audience. Most of us have grown watching these advertisements and perceive it as a credible and complete form of information that conveys the message is entirety and in most interactive and influencing manner. The downside of such ad is that they can capture the attention of the decision makers only when they are exposed to such ads. In today's extremely busy lifestyles and time crunch, the chances of a target missing the exposure are much higher than it was a decade ago. Hence, reaching to the target audience through these ads have become less effective. Non-traditional methods are effective because they capture the attention of the target customer where he /she is, i.e. on the screen of the mobile phone or in the mailbox, or through a pop up on its browser. In this way, it is impossible to escape an exposure. However, the lack of complete information and less interactiveness due to space /time constraints make it less effective than the TV / Newspaper ad. The overall effectiveness depends on the nature of the product and the level of decision making involved. Traditional advertising theory affects the digital ads also, but in limited media like the internet, where the same effect ( as in the TV ad) can be created to an online user. Other means like email, messaging and pop-ups have an entirely different concept that has an objective of mass reach with a limited level of interaction.