For a specific holiday or event, campaigns must start within a reasonable time before and end 2 hours after the event date.

• A. Start leading up to event and end 2 hours after
• B. Start on event date only
• C. End before event
• D. Start after event ends

Answer: (A)

When advertising around a holiday or event, you want to align your campaigns with how shoppers behave: they start researching and planning before the date and often continue to engage right after. Starting the campaign in advance ensures you’re visible during the pre-event surge, while ending a short time after the event—specifically two hours—captures late post-event interest and purchases without lingering too long.

This approach is best because it covers the full window of peak activity: pre-event discovery, the event itself, and immediate post-event sales. Beginning only on the event date misses early planners, and ending before the event or starting after it ends misses the post-event window entirely. Ending exactly on the event date ignores the opportunity for late conversions that occur shortly after.