Which media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods?

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Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.

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Chapter 21: Essentials of Planning Media Schedules
Essentials of Planning Media Schedules
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Authorship/Referencing - About the Author(s)
Which media schedule combines continuous scheduling throughout the year with a flight schedule during the best sales periods?
What types of products usually use a flighting pattern for scheduling advertising?
What is media scheduling based on flighting?
What is a pulse media schedule?

Chapter 21: Essentials of Planning Media Schedules

Essentials of Planning Media Schedules

Essentials of planning media schedules

, Prasad A.Naik

How should an advertiser schedule its advertising messages over time given a certain advertising budget? More specifically, should the budget be concentrated over a short period (i.e., a blitz schedule) or spread uniformly over the entire planning horizon (i.e., the even schedule)? Such questions arise when brand managers or media planners allocate gross rating points (GRPs)1 worth hundreds of millions of dollars so that a few concentrated pulses of weekly advertising are interspersed with silent periods of no advertising over the annual planning horizon. The resulting on and off media spending patterns over time are called pulsing (or flighted) media schedules. The practical significance of the difference between pulsing and even schedules boils down ...

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Models of Advertising Scheduling

Scheduling directly refers to the patterns of time in which the advertisement is going to run. It helps fixing up the time slots according to the advertiser so that the message to be delivered will reach target audience in a proper way with proper timings. There are basically three models of advertising scheduling as follows:

Continuity: This model is very good option for the products or services which don’t depend on season for advertisements. They run ads whole year round. The advertisements under this type run at regular and fixed intervals. The main advantage here is reminding about your products to the customers continuously. This model helps maintain a continuous and complete purchase cycle.

This is a best model for the products having continuous demand all the year round. There can be a Rising Continuity in which some specific products are been advertised in the peak seasons for e.g. floaters are advertised more in rainy season while some products fall under a Falling Continuity in which either ads for new products are run or if there is any other change in the existing product. E.g. packaging of Pediasure, a kid’s health drink is recently changed.

Flighting: This model is also called bursting. As the name suggests, this an absolute season based products model. The ads here run at very irregular intervals. Advertisements are for very shorter periods and sometimes no ads at all. The ads are in concentrated forms.

So, the biggest advantage here is there is very less waste of funds as the ads run only at the peak time when the product demand is on high. Television and radio are the most used media types in this method. So the advertisers who cannot afford the year long ads, this is a best option. E.g. ads for warm clothes in Indian Market.

Pulsing: This model is the combination of both continuity and flighting scheduling. Here, ads run whole year round but at a lower sidxe that means less ads, and heavy advertisements are preferred at the peak time. So this model has advantages of both the other models. Generally scheduling is fixed for a month. There are six types of scheduling method here.

Steady pulse has fixed schedule for 12 months.
Seasonal pulse has bunches of ads season wise.
Period pulse regular basis ads.
Erratic pulse refers to irregular ads normally used for changing old patterns.
Start up pulse is used for new product with heavy advertisements.
Promotional pulse refers to short period single use ads used basically for promoting products or events.

Using this interface, you can set the time periods in which you want to run your campaign. Then click OK button.

Thus, points to remember while scheduling an advertisement are:

Selecting a proper media type for running ads
Selecting a correct time for running ads so that the purpose is solved.
Advertisements should be sufficient enough (in number) to deliver the message to the target.

Authorship/Referencing - About the Author(s)

The article is Written By “Prachi Juneja” and Reviewed By Management Study Guide Content Team. MSG Content Team comprises experienced Faculty Member, Professionals and Subject Matter Experts. We are a ISO 2001:2015 Certified Education Provider. To Know more, click on About Us. The use of this material is free for learning and education purpose. Please reference authorship of content used, including link(s) to ManagementStudyGuide.com and the content page url.

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Which media schedule combines continuous scheduling throughout the year with a flight schedule during the best sales periods?

Pulsing. Pulsing combines continuous and flighting scheduling by using light advertising year-round and heavy advertising during high selling periods.

What types of products usually use a flighting pattern for scheduling advertising?

Flighted media schedules are often used to promote products that are seasonal, or linked with certain times of day or days of the week. While most common with television advertising, flighting can also be used with Internet and radio advertising.

What is media scheduling based on flighting?

Flight marketing definition is a method through which advertisers schedule advertisements to run during favorable periods, followed by predetermined times of inactivity. Many companies employ flighting media calendars to promote products that are seasonal or related to specific times of the day or the week.

What is a pulse media schedule?

The result- ing on and off media spending patterns over time are called pulsing (or flighted) media schedules. The practical significance between pulsing versus even schedules boils down to making a “big impact period- ically” versus maintaining a “continuous presence”.