Deciding on media timing

Deciding  on  media  timing:  in  choosing  the  media,  the  advertiser  faces  macro scheduling  problem and a micro scheduling problem. The macro scheduling problem involves scheduling the advertising in relation to seasons and their business cycle. The micro  scheduling  problem calls  for  allocating  advertising  expenditures  within  a  short period  to  obtain  maximum  impact.  The  most  effective  pattern  depends  upon  the communication  objectives, in relation to the nature of the product, target customers, distribution channels, and other marketing factors.