What it is
A schedule that builds rather than peaks
A media buy where placements ramp up toward an event date — a listing, a release, a sales launch. It creates a peak in awareness right when it is needed, not a spread-out reach.
Where it breaks
The usual mistake
Three waves toward a listing date: one month out — analytical deep-dives; two weeks out — responses to objections from comments on the first wave; final ten days — streams and promo codes. Budget split 30/20/50. The temptation to put everything into the last wave is strong and costly: on decision day you would be talking to people hearing the name for the first time.
Where this lives in the work
Where it shows up
Related terms
Next to it in the report
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