Fighting of Media
Employ a less regular schedule, with intermittent
periods of advertising and non advertising. At some time periods there are
heavier promotional expenditures, and at others there may be no advertising.
Many banks, for example, spend no money on
advertising in the summer but maintain advertising throughout the rest of the
year.
Cost efficiency of advertising only during purchase
cycles
May allow for inclusion of more than one medium or
vehicle with limited budgets
Weighting may offer more exposure and advantage
over competitors
Increased likelihood of wear out
Lack of awareness, interest, retention of
promotional message during nonscheduled times
Vulnerability to competitive efforts during
nonscheduled periods
Pulsing of Media objectives
In a pulsing strategy, continuity is maintained,
but at certain times promotional efforts are stepped up.
In the soft drinks industry, advertising continues
throughout the year but may increase at holiday periods such as Eid.
The scheduling strategy depends on the objectives,
buying cycles, and budget, among other factors.
Since advertisers have a variety of objectives and
face budget constraints, they usually must trade off reach and frequency.
They must decide whether to have the message be seen
or heard by more people (reach) or by fewer people more often (frequency).
Advantages
All of the same as the previous two methods
Disadvantages
Not required for seasonal products (or other cyclical
products)
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