3. Introduction
This section will describe some of the strategic
considerations to determine media timing and
scheduling
Timing and scheduling strategies are very important
to the success of a media plan
Timing and scheduling are affected by the media
model used by the planner (chapter 9)
Does advertising have an immediate effect?
Or, does it build over time?
Media Planning & Buying in the 21st Century
4. Timing Considerations
Industry sales
Brand sales
Spend in relation to sales vs.
leading sales?
Availability & distribution
Competitive activity
Reach & frequency goals
New product introductions
Promotions
Media events
Media Planning & Buying in the 21st Century
5. Typical Retail Sales Seasonality
Jan.
Feb.
M ar.
Apr.
M ay
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
13. The art of surprise
Media Planning & Buying in the 21st Century
14. Is there an opportunity to surprise?
Advertising blitz
Change scheduling pattern
Change the way media are used
Capitalize on competitive vulnerabilities such as out
of stocks, product recalls or bad reviews
Be creative!
Media Planning & Buying in the 21st Century
Notes de l'éditeur
How might each of these considerations affect the timing of a media schedule?
Chart shows some advertisers allocate their budgets by time period. Here options are to allocate by percentage of industry sales or percentage of brand sales. Some brands might average the two. Or some brands prefer to lead sales by creating some awareness and purchase consideration BEFORE a sale occurs
An example of what a new product introduction might look like. Heavy advertising during the launch period to help generate awareness & trial, then a lower level to hopefully remind and generate repurchase.
Media schedules often provide heavy ups for accouncements or promotions in order to generate awareness and interest quickly before promotion ends!
Heavy ups are also used to reflect seasonal sales changes or other special announcements
Flights, concentrate advertising in bursts to break through clutter is the theory. More consistent with effective reach theory