Media Scheduling

Advertisement

 

Media Scheduling:

Media scheduling decisions are the decision about the timing, continuity & size of the ads.

 

Media Scheduling strategies(methods):

It is concerned with the scheduling of advertising. Media scheduling relates to the timing of media insertions within a specified period.

The various media scheduling strategies are:

  • Bursting strategy
  • Burst-hiatus-flight strategy
  • Flight strategy
  • Pulsing strategy
  • Alternating strategy
  • Steady strategy
  • Step-down strategy
  • Teaser step-up strategy

 

 

  • Bursting strategy:

In this strategy advertising will be done heavily during a particular period of time according to the plan. For example, a company when introduces a new product in a new market within a specified period of time, this strategy specially is used by the company.

 

  • Burst-hiatus –flight strategy:

It is specially used for seasonal products. During the busy season the advertiser will make large scale advertising & during the off-season the advertiser may not spend on advertising. For example: during winter season winter/woolen clothes advertisement will be more than the same in other seasons.

 

  • Flight strategy:

This strategy is used for the product whose selling remains uniform throughout the year & advertising schedule is distributed throughout the year. For example: all consumer products of mass consumption like tooth pastes, soaps, shampoos, etc.

 

  • Pulsing strategy:

In pulsing strategy regular advertising will be made for two to three weeks followed by low advertising for a short period.

 

  • Alternating strategy:

In this strategy the advertiser advertises his goods & services every alternate month.

 

  • Steady strategy:

In this strategy the advertiser spends a fixed amount of money every month. It can be of any amount which is been decided for the advertisement.

 

  • Step-down strategy:

Under this strategy as the season approaches there is heavy advertising. Advertising is reduce when the season starts decaling, for example: when rainy season approaches lot of companies gives advertisement related to rainy shoes, sandals, umbrella. Raincoats etc and the advertisement reduce when the season starts decaling.

 

  • Teaser step-up strategy:

In this strategy advertisement starts on low scale when the season begins. As the season picks up, slowly advertising increases & reaches its peak. For example products like a-c, fan, Air cooler etc. advertisement starts with a low scale when the summer season begin as the season picks up slowly advertising increase & reaches its peak.

 

Advertisement
The following two tabs change content below.
62 Comments

Leave a reply

BMS.co.in is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp
or

Log in with your credentials

or    

Forgot your details?

or

Create Account