MEDIA SCHEDULLING

-Schedule the time promotional efforts so that they will coincide with highest potential buying items

4/28/12

METHODS OF SCHEDULING
Continuity Flighting Pulsing

4/28/12

CONTINUITY

Continuous pattern of advertising.

Every day , every work, every month.

Regular advertisements.

Used for food products, laundry.

Scheduled irregarding seasonality.

4/28/12

Advantages:

Constant reminder Covers entire buying cycle Allow media priorities

Disadvantages:

High cost Potential for over exposure 4/28/12

FLIGHTING

Less regular schedule.

Intermittent periods of advertising and non advertising.

E.g. Seasonal products

4/28/12

Advantages:

Cost efficient during purchase cycle Includes more than 1 medium with limited budgets

Disadvantages:

Advantage over competitors. Lack of awareness & interest. Retention of promotional message. 4/28/12

PULSING

Combination of continuity and flighting. Continuity is maintained. At certain stages, promotional efforts step up. Advertisement increases at holiday periods, memorial days, etc.

4/28/12

Advantages:

Constant reminder Covers entire buying cycle Allow media priorities Cost efficient during purchase cycle Includes more than 1 medium with limited budgets

Disadvantages:

High cost Potential for over exposure 4/28/12

Diagramatic representation of methods of media scheduling:

CONTINUITY

FLIGHTING

PULSING

4/28/12

Media Scheduling Components

Reach
(% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame)

+ Frequency
(average number of times target is likely to be exposed to the ad in a given time frame)

4/28/12

100 %

The Difference between Reach and Frequency

Media Scheduling Components

Reach + Frequency + Continuity
(how long the campaign runs continuous vs. flighting vs. pulsation)

4/28/12

100 %

Reach, Frequency, and Continuity Relationships with a Fixed Budget

4/28/12