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M Com 2nd Year Advertising Sales Management Study Material Notes

M Com 2nd Year Advertising Sales Management Study Material Notes


The basic methods are three namely continuous fighting and pulsing to build continuity in a campaign.

1. Continuous Schedule. In a continuous schedule, an advertising runs steadily and varies little over the campaign period. It is the best way to build continuity. Advertisers usually follow this scheduling pattern for products that consumers purchase regularly. For example, & commercial scheduled on radio stations namely, that of Bangalore and Mumbai for an initial four week period. Then to maintain the continuity in the campaign, additional spots or slots run continuously every week throughout the year say either on Mumbai or Bangalore radio station.

The continuity refers to a continuous pattern of advertising, which may mean every day, every week or every month. The key is that a

regular or 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 on going basis without regard forseasobality.

2. Fighting Schedule. It alternates, the periods of advertising with periods of no advertising. This intermittent schedule makes sense for products and services that face large fluctuations in demand throughout the year. The advertiser might have to start with four week flight and then schedule three additional four week flights to run during the seasonal periods later in the year. That is seasonably is emphasized here. In other words, fighting as a second method, the advertiser employee less regular schedule with intermittent period 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 instance, spend no money on advertising in the summer but maintain advertising throughout the rest of year. It is also the case with tax services, Lawn care products, cold remedies. The advertiser may also introduce the product with a four week flight and then schedule three additional four week flights to run during seasonal periods later in the year.

3. Pulsing Schedule. This is the third alternative of scheduling which mixes continuous and fighting scheduling methods. Here, the advertise maintains a low level of advertising all the year but periods pulses to “heavy up during peak hours or period of selling. This method or strategy, the continuity 18 maintained, but at certain times promotional efforts are slopped up. In automobile industry, advertising continuous through out the year but may increase in April-a income Lax refined time September when new models are introduced or end of the model year. This is fully used in case of soft drinks that are consumed all the year through but more heavily in the summer. This scheduling strategy depends on the budget among other factors.

MEDIA PLANNING Media-planning is the process of conceiving, analyzing and selecting channels of communication that will direct the ad message to the right people at right place, at night time and at right coat resulting in changing the attitude of those people about the company, the products and me services. Media planning involves selection of appropriate media for carrying the advertiser’s message to the target markets, deciding to what media to buy and how much to spend on each media vehicle B medium and scheduling when the advertising is to run. Nearly advertising amount spent by the firm goes to media to the extent eighty percent

Media Planning Steps

A media planner or media planning team should take into account certain tips that will act as guidelines, is not principles, because the process of media planning begins with a situation analysis and proceeds! to the establishment of media objectives. Once these objectives are not The planners can outline a strategy that suggests specific activities in order to achieve the advertiser’s goal or goals. These indicators or steps are the following components.

(1) Assess the Situation

It is the most vital step that a thorough analysis of the situation is conducted before engaging in media planning. The situation analysis warrants gathering of all the information relevant to the situation. The type of the information that provides background of situation prevailing These are : (A) The company and brand history, (B) The company and marketing objectives, (C) Proposed target markets, (D) Product features with special emphasis on the strengths and weaknesses, (E) The distribution network, (F) Competitive situation, (G) Promotional history, (F) Economic situation, (I) Regulatory situation, (J) Cultural and social factors, (K) Resource situation, and (L) Talents of personnel.

Once the media planner or the team feels that all the pertinent information has been collected, the next step is to identify which factors will have the greatest bearing on the media plan. Some very cautious! companies who follow the leader collect additional information of competitor as his plans, pattern and the amount of spending have great significance. This needs a good deal of homework. 

(II) Set Objectives of the Media

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