Scheduling

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Advertising media scheduling
Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. The classic scheduling models are Continuity, Flighting and Pulsing. [edit]Continuity

This model is primarily for non-seasonal products, yet sometimes for seasonal products. Advertising runs steadily with little variation over the campaignperiod. There may be short gaps at regular intervals and also long gaps—for instance, one ad every week for 52 weeks, and then a pause. This pattern of advertising is prevalent in service and packaged goods that require continuous reinforcement on the audience for top of mind recollection at point of purchase. Advantages:

* Works as a reminder
* Covers the entire purchase cycle
* Cost efficiencies in the form of large media discounts
* Positioning advantages within media
Program or plan that identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages. [edit]Flighting (or "bursting")

In media scheduling for seasonal product categories, flighting involves intermittent and irregular periods of advertising, alternating with shorter periods of no advertising at all. For instance, all of 2000 Target Rating Poinered in a single month, "going dark" for the rest of the year. Halloween costumes are rarely purchased all year except during the months of September and October. Advantages:

* Advertisers buy heavier weight than competitors for a relatively shorter period of time * Little waste, since advertising concentrates on the best purchasing cycle period * Series of commercials appear as a unified campaign on different media vehicles [edit]Pulsing

Pulsing combines flighting and continuous scheduling by using a low advertising...
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