Is Your Traditional Media Strategy Delivering The Best Results?
Believe it or not, how an ad is delivered is as important as the message itself. When developing a media plan, you need to be sure that the scheduling strategy aligns with what you want to accomplish. Whether it’s branding, a new product launch, driving sales or a special promotion, the scheduling of your message can influence its success. Below are a few of the scheduling strategies seen in advertising campaigns.
The burst campaign concentrates media activities into a series of short advertising flights with long periods of no media activity in between. This scheduling pattern is designed to provide a concentrated impact, and is often used for the introduction of a new product.
An advertising flight is the time frame for when commercials air. The term flighting describes the process of ads rotating between being on and off the air.
If a campaign does not have enough funds to run continuous spots, flighting is a good way to save money while maximizing the impact of commercials by airing them at strategic times during the campaign.
A continuous campaign extends delivery of the advertising message over a longer period of time. This type of campaign provides continuity of the message, but it lessens the message’s impact. Continuous campaigns are often used for well-known products where reminder advertising is appropriate.
The pulsing campaign is essentially the middle ground between a burst campaign and a continuous campaign. During this type of campaign, a lower amount of media activity is sustained over a longer period of time with strategic increases in the spending patterns.
Pulsing campaigns typically relate to seasonal or other influences on certain consumer activities. Scheduling is usually completed for a specific time period. There are six types of typical scheduling for this type of campaign.
- Startup pulse: Concentrated media planning that launches a new product or campaign.
- Erratic pulse: Schedules are placed in an irregular pattern.
- Period pulse: Schedules follow a regular placement pattern.
- Steady pulse: One ad/month for 12 months or one ad/week for 52 weeks are examples.
- Promotional pulse: A one-time plan typically used for a specific promotional category with heavy focus during a certain time period.
- Seasonal pulse: Scheduled to coincide with seasonal peaks by occurring in specific time frames before a purchasing season.
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