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M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes


Media scheduling is the terminal component of media planning Timing of advertising message is very significant. The ad-message ist reach the target audience right in time to provoke action or conversio of desire into demand. Advertising schedulirg means the programmin of media insertions or actual placement of ads as per time schedule This is the task of physical run of events through press, television cinema, radio, outdoor and promotional media. The advertiser, afte having selected the appropriate media and media vehicles, is to decide about the time and space units of each vehicle with a view to buy an prepare a schedule for their release over a period of time. That is, il 1 quite obvious that companies would like to keep their advertising front of consumers all times as a constant reminder of the product an brand name or product or both. In reality, this is not possible for a varie of reasons. Nor is it necessary. The primary objective of scheduling is time promotional efforts, so that they will coincide with the highes notential buving times. For some products, these times are not easy identify, for ethers they are very obvious.


Media scheduling to be very effective, is to be based on certa guidelines. These guidelines are given by Mr. Gensch in his the MEDIA FACTORS”. To bim, media weights are critical in schedias

of advertisements. There are four weights which need to h which need to be considered which are outlined as under:

1. Perception. The “opportunity to see is not enough in itself for what we see through our selective perception may be equally important. For example, fall colour ad on a news paper compared with black and white or an action advertisement on TV with appropriate pop music just out of the charts compared with a “thinning soop” advertisement. may stimulate re-call and consequently be weighted more highly by media-planners

2. Population. Segmentation in itself is not adequate–we must strike nearer home, since some of the population is more important to the media planner than others. The example of the target Group Index (TGI) can be cited in this context. Weights can be allocated according to the degree of usage or expected usage. This requires a tremendous ‘feel* for the audience and its needs.

3. Media. How we get the message over will be influenced by the media. Take the example of a job advertisement. The quality Sunday Newspapers tend to devote pages if not the whole supplements to “quality jobs” there, the casual and relaxed after-lunch Sunday reader may glimpse through, the job columns at a leisurely pace, as opposed to ignoring the pages on a weekday-unless search for work. So appropriate weights have to be given to the media.

4. Exposure. The core assumption is that the audience is exposed to the advertisement as editorial or film is viewed. Frequency of reading, not reading from cover to cover. Switching TV channels, going in for an ice-cream at the interval at the cinema, changing radio frequency by push button control, and ignoring bill-boarders outside all need to be taken into account. Some reduction may have to occur as opportunities equate with those actually seeing the advertisement.

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