IMPORTANT

CONCEPTS
BY J A S L E E N R A N A
SCHEDULING
The primary objective of scheduling is to time promotional efforts so
that they will coincide with the highest potential buying times.
For some products these times are not easy to identify; for others they
are very obvious.

Three scheduling methods available to the media planner:-

Continuity refers to a continuous pattern of advertising, which may

mean every day, every week, or every month.
Flighting employs a less regular schedule, with intermittent periods
of advertising and non-advertising. At some time periods there are
heavier promotional expenditures, and at others there may be no
advertising
Concentration is when all the expenditure done in a single period.
This makes sense for products with one selling season or related
holidays.
 AIDA MODEL
Attention Cognitive Thinking
Stage

Interest
Affective Feelin
Stage g
Desire

Behavioral Action
Action Stage
DAGMAR approach
In 1961, Russell Colley prepared a report for the Association of
National Advertisers titled Defining Advertising Goals for Measured
Advertising Results (DAGMAR)

Under the DAGMAR approach, an advertising goal involves a communications

task that is specific and measurable. A communications task, as
opposed to a marketing task, can be performed by, and attributed to,
advertising rather than to a combination of several marketing factors. Many
promotional planners use this model as a basis for setting objectives and
assessing the effectiveness of their promotional campaigns.
Communications task be based on a hierarchical model of the communications
process with four stages:

Awarenessmaking the consumer aware of the existence of the brand or

company.
Comprehensiondeveloping an understanding of what the product is and
what it will do for the consumer.
Convictiondeveloping a mental disposition in the mind of the consumer to
DAGMAR approach
The DAGMAR approach to setting objectives has had considerable
influence on the advertising planning process.

Many promotional planners use this model as a basis for setting

objectives and assessing the effectiveness of their promotional
campaigns.

DAGMAR also focused advertisers attention on the value of using

communications based rather than sales-based objectives to
measure advertising effectiveness and encouraged the
measurement of stages in the response hierarchy to assess a
campaigns impact.

Colleys work has led to improvements in the advertising and

promotional planning process by providing a better understanding
of the goals and objectives toward which planners efforts should be
directed. This usually results in less subjectivity and leads to better
communication and relationships between client and agency.
 TOPICAL ADVERTISING
Topical advertising is taking advantage of a news story or
something current and creating an advertisement based around
it.
GUERRILLA ADVERTISING
Guerrilla marketing is an advertisement strategy concept designed for
businesses to promote their products or services in an unconventional way
with little budget to spend. This involves high energy and imagination
focusing on grasping the attention of the public in more personal and
memorable level.
MOVIE THEATRE ADVERTISING
Commercials shown before the film and previews, with both
local and national sponsorships, have replaced cartoons. In
addition, ads in theatre lobbies, kiosks, and on popcorn
tubs and drink cups are used.
 ATL, BTL AND TLT
ATL refers to ABOVE THE LINE advertising it involves
promotional activities carried out through mass media,
such as TV, radio, magazines, newspapers, cinema etc.
This type of communication is conventional in nature and
is considered impersonal to customers.

BTL refers to below the line advertising is an advertising

technique which uses less conventional methods than the
usual specific channels of advertising to promote
products, services etc such as pr and sales promotion.

TLT refers to Through the line advertising strategy involving

both above and below the line communications. This
strategic approach allows brands to engage with a
customer at multiple points (for example, the customer