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8/2/2019 Media Scheduling By

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Presentation on- MEDIA SCHEDULING

Miss. Hephzibah John


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Media

Scheduling


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Program or plan that identifies the media

channels used in an advertising campaign, andspecifies insertion or broadcast dates, positions,

and duration of the messages.
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Media as a term can be defined "the mix of

mediums that carry the advertisers message

and constitute as the vital link between thecompany that manufactures and serves the

product and

the customer who buy or might wish to buy it.


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Advertisers face virtually oceanful media choices, though many ofthem may be summarily rejected as being irrelevant either tothe product type or to consumer types.

The following are the major types of Media:

Direct Mail Media

Radio Advertising

Outdoor Media

Newspaper Media Magazine

Screen Media

Television Media


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Once the media planning and selection isaccomplished to the satisfaction of bothadvertisers and agencies, the attention isdiverted to the task of deciding the mediascheduling.

It concerns answering such questions :as how

many of each media vehicles space and timeunits be bought? Over what time units, this willbe bought? Over what period, should suchbuying be?


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Media scheduling is the scheduling and timing of

the advertisement.

The scheduling shows the number ofadvertisements that are to appear in each

medium the size of the advertisement and the

date on which they are to appear.

There are many ways of scheduling any

advertising programme. No single way can be

said to be best for all advertisement.


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1) Nature of product- consumer usable, durables or industrial

2) Nature of sales-whether seasonal or regular sales.

3)Product lifecycle- whether introduction, growth, maturity ordecline.

4)Pattern of competitors programmers.

5)Availability of funds for advertising.


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Steady pulse: It is the easiest. For instance, one ad/week for 52 weeks one ad/month for

12 month.

Seasonal Pulse: Product like Vicks balm, Glycodin Terp-Vasaka syrup, Ponds cold

cream follows this approach.

Period Pulse: Scheduling follows a regular pattern, e.g, consumer durable, non

durables etc

Erratic Pulse: The ads are spaced irregularly. Perhaps, we want to change the typical

purchase cycles.

Start up Pulse: It is concentrated media scheduling. It launches a new product or a new

campaign.

Promotional Pulse: A one shot affair it suits only a particular promotional theme.

Heavy concentration during a period is the characteristics of this scheduling. For instance,financial advertising of companys issue.


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The last method of scheduling is known as the wavemethod, or the flighting method: In flighting,advertisement are bunched with the intention of providing aconcentrated impact.

The other method is the blitz schedule. The insertion ofthe double page advertisementin the consecutive issues ofa magazine is a example of the blitz schedule.

There are many more methods ofbunchingadvertisements.however, the purpose of bunching isto provide concentrated impact with a single issue of thepublications.


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Any thoughts on media scheduling will be

dictated by a careful analysis of three factors of

media. They are Reach, Frequency andContinuity (RFC). Several researches have

been conducted on analyzing the data

pertaining to RFC.

Given below are some major findings which

media planners would do well to remember:


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In many casesreachingas many people as possible may be as important as

the task of reaching a fewer number of people but more frequently.

It goes without emphasizing that media planning is more an art than a science

because not many credible and universally applied scientific methods have been

evolved as yet. It tests, therefore, the knowledge, perception and skills of any media

planner.

Frequency exposures are needed to impress a message on the memories of a

large proportion of consumers.

Continuityassumes importance because advertising is often forgotten if not

reinforced by continual exposure. It would thus, be unwise for a marketer to

spend money one week on running an advertisement which is to be followed

by another run say, after six months only. Such long gap will fail to reinforce

the message.


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