Media Scheduling

Meaning of Media Scheduling

Medium scheduling refers to decision regarding number of advertisements that are to be given in each media, the date or time when advertisement is to appear, place of such advertisement in media, frequency of ads etc.

Phases of Media Scheduling

Macro -level –media- scheduling Micro- level-media

-scheduling

Yearly advtBudget

Each month of the year

Media Scheduling Strategies

(1). Continuous option:- (regular advt)

Eg: Toothpaste, soap, shampoo, tv

(2). Flighting Option:- (time gap)

Eg: A.c , Woolen garments

(3). Pulsing option:- (combination of 1st two options)

Eg: Automobiles advt in the beginning of the year

Factors affecting media-scheduling:-

Nature of product Nature of target audience Stage of product- life cycle Competitor’s Scheduling Advertising-budget Rating of Different T.V programmes Government policy