Media scheduling decisions are the decisions about the timing, continuity and size of the ads. We have to see when to advertise, for how long, and for what time period. We have to see the size and placement of our ad.
Timing: Advertising message can be timed in four ways depending upon our objectives
I. To time the message in such a way that the customers are most interested in buying that type of a product, e.g., fridges in summer, soft drinks in summer, woolens in winter, gift items during Deepavali.
II. To time the message in such a way that it stimulates demand in the lean period, e.g., ice creams in winter, holiday resorts in monsoons.
III. To time in such a way that it by-pass competitive campaigns, e.g., Pepsi commercials are to be aired when there are no Coke commercials.
IV. To time in such a way that the message is carried by the media when the audience is receptive to it, e.g., household products in the afternoon slot of TV when housewives watch TV.
The importance of time element must be understood in the purchase behavior of the customer by doing suitable research.
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