Media Geographic Coverage | Media Scheduling

Geographic Coverage

Snow skiing is much more popular in some areas of the country than in others.

It would not be the wisest of strategies to promote skis in those areas where interest is not high, unless marketer could generate an increase in interest.

It may be possible to promote an interest in skiing in the Southeast, but a notable increase in sales of ski equipment is not very likely, given the market’s distance from snow.

The objective of weighting certain geographic areas more than others makes sense, and the strategy of exerting more promotional efforts and dollars in those areas follows naturally.

Scheduling of Geographic Coverage

The primary objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buying times.

For some products these times are not easy to identify; for others they are very obvious.

Three scheduling methods available to the media planner—continuity, fighting, and pulsing

Continuity of media

Refer to a continuous pattern of advertising, which may mean every day, every week, or every month.

The key is that a regular (continuous) pattern is developed without gaps or non advertising periods.

Such strategies might be used for advertising for food products, laundry detergents, or other products consumed on an ongoing basis without regard for seasonality.

Advantages:

Serves as a constant reminder to the consumer

Covers the entire buying cycle

Allow media priorities (quantity discounts, preferred locations, etc.)

Disadvantages:

Higher costs

Potential for overexposure

Limited media allocation possible

Next 

RELATED CONTENT

Customer satisfaction
2 gaps | customers & service providers
Business Policy | primary & secondary share market
Investment Basic Functions | IPO market
What are the customers?
product Target marketing | Market Segmentation
Media Planning and Strategy | Overview of Media Planning
Where to Promote media | Establishing Media Objectives
Where to Promote media | Establishing Media Objectives
Media Fighting | Media Pulsing | Advantages| Disadvantages
Media Necessary | Level is needed | Frequency Objectives | Gross ratings
Media effects of reach and frequency | Determining Effective Reach
Media Effective reach | Average frequency
Media Factors important in determining frequency levels
Creative media Aspects and Mood of media
Determining Relative Costs of Media | Evaluation
Media Coverage of Disasters
business dictionary
Advertising media selection