Meaning of Media Scheduling
When an advertiser decides the media channel for there advertising, then the next step is to make a decision regarding media Scheduling. Media scheduling refers to the process of making a decision regarding the time and date that when the advertisement appears, the frequency of ads, etc. Advertisers have to choose the best time for maximum customer response.
Media Scheduling Strategies
1.) Continuous strategy
2.) Flighting strategy
3.) Pulsing strategy
4.) Steady strategy
5.) Step-down strategy
1.) Continuous strategy
This scheduling involves advertising the message throughout the year. This type of advertising use where products are sold and used by the customer throughout the year. This strategy helps the advertiser to constantly reminding the products to its customers.
For example - Toothpaste, Shampoo, Soap.
2.) Flighting strategy
Flighting strategies include giving advertisements at specific intervals. The advertiser makes advertising for some time after then took a break of no ads, then take the second flight of advertising. The company with seasonal products or according to the life cycle of products and services use such scheduling strategies.
3.) Pulsing strategy
In this strategy, the advertiser advertises its product all over the year. But for some period the expenditure on advertising is high and sometimes less. It removes the limitation of continuous or flighting strategy. The advertiser can increase or decrease the expenses of advertising depending upon the requirement.
4.) Step-down strategy
This strategy includes seasonal products. When the time of seasonal products started, then the advertiser starts advertising their products. As the season getting into the finishing phase, then the advertising starts declined.
For Example - When the rainy season begins companies give advertisements related to rainy shoes, raincoat, umbrella, etc.
5.) Step-up strategy
In this strategy, advertisers communicate ads on a low scale when the season begins. When the season picks up advertisers start advertising on large scale.
For Example - Products like a-c, fan, Air cooler, etc. advertisement starts with a low scale as the season picks up slowly advertising reaches its peak.
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