MEDIA SCHEDULING
This is the final step in the media process (media plan). It refers to the timing of the media insertions. A media schedule is usually prepared for the entire campaign period, which is usually for a period of 6 months or 1 year.
The following factors are taken into consideration in preparing a media schedule:
Seasonal patterns of the products (Monte Carlo advertises more in winters)
Repurchase cycles (FMCG’s require more advertising)
Product life cycle (a product in introductory stage requires more advertising)
Competitor’s media schedule (Coca-Cola and Pepsi)
DIFFERENT PATTERNS OF MEDIA SCHEDULING
Continuous Advertising: this refers to advertising without breaks. Products with short repurchase cycle that are purchased frequently are the examples. E.g. HLL, Coca-Cola, Pepsi etc.
Flighting: this is an intermittent pattern with gaps where no advertising is done. This is a case for seasonal products, where funding is limited and the products with a long repurchase cycle. E.g. CRY (Child Relief and You) cards and Monte Carlo woolen wears.
Pulsing: this is continuous advertising, which gets heavy during certain periods. Seasonal items follow this pattern of advertising. E.g. Rasna (Rozana and Utsav)
Blinkering: this is strong advertising during periods with short gaps in between. E.g. Eagle Diaries start advertising from September and stops advertising in October and again go for strong advertising (bursts) in November and December
Thus the media planning is very complicated and involves a lot of expertise. Media planners play a very crucial role in media budget decisions.
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