8 Media Scheduling Strategies

Following are some media scheduling strategies are used for running advertisements:

1. Bursting

Under this strategy, advertising is undertaken heavily at initial period and normal advertising during rest of the period. Eg. Advertiser spends 50% in first month on advertising and balance 50% is spent on remaining 11 months.

2. Pulsing

Under this strategy, advertiser undertakes heavy advertisement for particular period, then limited advertising for particular period and again heavy advertising and so on. Eg. Advertiser undertakes heavy advertisement for first 4 weeks and then limited advertisement for next 4 weeks and again heavy advertisement for next 4 weeks.

3. Flighting

Under this strategy, advertiser undertakes heavy advertisement for particular period, then break in advertising for particular period and again heavy advertising and so on. The break in advertising is referred as hiatus. Eg. Advertiser undertakes heavy advertisement for first 4 weeks and then no advertisement for next 4 weeks and again heavy advertisement for next 4 weeks.

4. Seasonal

Under this strategy, advertiser undertakes during season and no advertisement as season comes to an end. This strategy is used for seasonal products such as cloths, footwear, skin care etc. Eg. Advertisement of Boroplus body lotion or Chyavanprash is seen in winter season. Dermicool Prickly Heat Powder advertisement is seen in summer season.

5. Stepping Schedule

Under this strategy, advertisement start on low scale when season begins and gradually it increases. Here day-by-day, number of times advertisement shown goes on increasing. It used to attract attention of target audience towards new product.

6. Step-down Schedule

Under this strategy, advertisement starts on large scale when season begins and gradually it decreases. Here day-by-day, number of times advertisement shown goes on decreasing.

7. Steady / Even schedule

Under this strategy advertising is done on steady and continuous basis. Eg. on Doordarshan every day after news is over, advertisement of Family Planning Program is shown

8. Alternate Month

Under this strategy, advertisement is done on every alternative month of the year.

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