9-chapter 9. media scheduling

8/10/2019 9-Chapter 9. Media Scheduling

1/12

MEDIA SCHEDULING


2/12

Media Scheduling

Reach

+

Frequency+

Continuity(how long the campaign runs

continuous vs. flighting vs. pulsation)


3/12


4/12

Reach

No. of persons exposed to a particular

media schedule at least once during a

specified time period


5/12

Impact

Qualitative value of an exposure through a

given medium

GRP (Gross rating points) = R * F

Wt. GRP = R * F * I


6/12

Media Scheduling

ContinuousMedia Schedule

FlightedMedia Schedule

Pulsing

Media Schedule

Seasonal

Media Schedule

Advertising is run steadilythroughout the period.

Advertising is run heavily everyother month or every two weeks.

Advertising combines continuous

scheduling with flighting.

Advertising is run only when theproduct is likely to be used.


7/12

IMPORTANT FACTORS IN DETERMINING

FREQUENCY LEVELS

1) MARKETING FACTORSa) Brand history: New brands generally require higher

frequency levels than established brands.

b) Brand share: An inverse relationship exists between

brand share and frequency. The higher the brand share,

lower the level of frequency required.

c) Brand loyalty: Again an inverse relationship exists

between loyalty and frequency. The higher the loyalty,

lower the level of frequency required.


8/12

d) Purchase cycles: Shorter purchase cycles require

higher frequency levels to maintain top-of-mind

awareness.

e) Usage cycle: Products used daily or more frequently

need to be purchased, so a higher level of frequency is

required.

f) Competitive share of voice: Higher frequency levels

are required when a lot of competitive advertising exists

and when the goal is to meet or beat competitors.

g) Target group: The ability of the target group to learn

and to retain messages has a direct effect on frequency.


9/12

2) MESSAGE OR CREATIVE FACTORS

a) Message complexity: The simpler the message, theless the frequency required.

b) Message uniqueness: The more unique themessage, the lower the frequency level required.

c) New versus continuing campaigns: New

campaigns require higher levels of frequency to

register the message, compared to continuing

campaigns.


10/12

d) Image versus product sell: Creating an image

requires higher levels of frequency than does a

specific product sell.e) Message variation: A single message requires

less frequency, a variety of messages require

more.

f) Wear out: Higher frequency may lead to

wearout. This effect must be tracked and used to

evaluate frequency levels.

g) Advertising Units: Large units of advertisingrequire less frequency than smaller ones to get

the message across.


11/12

3) MEDIA FACTORS

a) Clutter: The more the advertising appearing in the

media used, the more frequency is needed to break

through the clutter.

b) Editorial environment: The more consistent the ad

is with the editorial environment, the less frequency isneeded.

c) Attentiveness: The higher the level of attentionachieved by the media vehicle, the less frequency is

required. Low attention getting media require more

repetitions.


12/12

d) Scheduling: Continuity scheduling requires

less frequency than does flighting or pulsing.

e) Number of media used: The fewer the

media used, the lower the level of frequency

required.

f) Repeat exposures: Media that allow for more

repeat exposures (e.g. monthly magazines)

require less frequency.

9-chapter 9. media scheduling

Documents