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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 10-16 Three
methods of promotional
scheduling
Figure 10-17
Characteristics of scheduling
methods
V. Developing the
Integrated Marketing
Communications Program
Continuity
Flighting
Pulsing
10. Media Planning and
Strategy
© The McGraw−Hill
Companies, 2003
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TV research community as “the most comprehensive study ever to shed light on
scheduling”) indicates that continuity is more effective than flighting. On the basis of
the idea that it is important to get exposure to the message as close as possible to when
the consumer is going to make the purchase, the study concludes that advertisers
should continue weekly schedules as long as possible. 3 The key here may be the “as
long as possible” qualification. Given a significant budget, continuity may be more of
an option than it is for those with more limited budgets.
Reach versus Frequency
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).
How Much Reach Is Necessary? Thinking back to the hierarchies discussed
in Chapter 5, you will recall that the first stage of each model requires awareness of the
product and/or brand. The more people are aware, the more are likely to move to each
subsequent stage. Achieving awareness requires reach—that is, exposing potential
buyers to the message. New brands or products need a very high level of reach, since
the objective is to make all potential buyers aware of the new entry. High reach is also
Advantages
Disadvantages
Advantages
Disadvantages
Advantages
Disadvantages
Continuity
Serves as a constant reminder to the consumer
Covers the entire buying cycle
Allows for media priorities (quantity discounts, preferred
locations, etc.)
Higher costs
Potential for overexposure
Limited media allocation possible
Flighting
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 wearout
Lack of awareness, interest, retention of promotional
message during nonscheduled times
Vulnerability to competitive efforts during nonscheduled
periods
Pulsing
All of the same as the previous two methods
Not required for seasonal products (or other
cyclical products)