abhishreshthaa
Abhijeet S
The media planner should then prepare a media schedule. Media scheduling refers to the programming of media insertions. Media scheduling depends upon a number of factors such as:
Nature of product- consumer usables, durables or industrial
Nature of sales-whether seasonal or regular sales.
Product lifecycle- whether introduction, growth, maturity or decline.
Pattern of competitor’s programmes.
Entry of new competitors.
Availability of funds for advertising.
This involves the scheduling and timing of advertisement. The schedule shows the number of advertisements that are to appear in each medium, the size of the advertisements, and the date on which they are to appear. There are many ways of scheduling any advertising programme. No single way can be said to be best for all advertisers. Each advertiser must prepare a specific schedule most suitable for its market and its advertising objectives. What may be good for one advertiser and his product may be bad for another.
Even for the same advertiser, the best at one stage of the product life cycle may not be suitable at another stage. An advertiser, for example, may schedule to buy six pages space in a monthly consumer magazine. Alternatively, he may buy one-page space every month for the first three months; then he may not buy space for the next three months; and then again take one-page space every month for the next three months.
There may be a variety of schedules of advertisements. The last method of scheduling is known as the wave method, or the flighting method. In flighting, advertisements are bunched with the intention of providing a concentrated impact. The other method is the blitz schedule. The insertion of double-page advertisements in three consecutive issues of a magazine is an example of the blitz schedule.
There are many more methods of bunching advertisements. However, the purpose of bunching is to provide concentrated impact with a single issue of the publication.
Nature of product- consumer usables, durables or industrial
Nature of sales-whether seasonal or regular sales.
Product lifecycle- whether introduction, growth, maturity or decline.
Pattern of competitor’s programmes.
Entry of new competitors.
Availability of funds for advertising.
This involves the scheduling and timing of advertisement. The schedule shows the number of advertisements that are to appear in each medium, the size of the advertisements, and the date on which they are to appear. There are many ways of scheduling any advertising programme. No single way can be said to be best for all advertisers. Each advertiser must prepare a specific schedule most suitable for its market and its advertising objectives. What may be good for one advertiser and his product may be bad for another.
Even for the same advertiser, the best at one stage of the product life cycle may not be suitable at another stage. An advertiser, for example, may schedule to buy six pages space in a monthly consumer magazine. Alternatively, he may buy one-page space every month for the first three months; then he may not buy space for the next three months; and then again take one-page space every month for the next three months.
There may be a variety of schedules of advertisements. The last method of scheduling is known as the wave method, or the flighting method. In flighting, advertisements are bunched with the intention of providing a concentrated impact. The other method is the blitz schedule. The insertion of double-page advertisements in three consecutive issues of a magazine is an example of the blitz schedule.
There are many more methods of bunching advertisements. However, the purpose of bunching is to provide concentrated impact with a single issue of the publication.