16 Nov Meaning and Definition of Media Schedule
(3) The number of times the message is promoted by different media – how many times in a year (or period) the message should be promoted in each of the media. Flighting involves intermittent and irregular advertising periods alternating with shorter ad-free periods in media planning for seasonal product categories. For example, Halloween costumes are mainly purchased during the months of September and October and not throughout the year. Insertion or broadcast dates, positions and duration of messages specified and prepared for an advertising campaign used by media channels in that specific type of program or outline. For example, if our target audience is teenagers, television will be an appropriate medium; If the target group is competent, print media can be selected; If the target group is a specific occupational group, trade journals and magazines are appropriate media. Media programming also ensures that the selected media meets news requirements, for example, if the message includes a demonstration, media with audiovisual effects (i.e. television) are selected. Macro planning involves allocating ad spend and frequency (repetition/replay of the message) to the season or overall picture of the business cycle. The problem of macro planning concerns the planning of advertising in relation to seasonal and economic trends.
This strategy is used for the product, whose sales remain constant throughout the year and the advertising plan is distributed throughout the year. For example: all mass consumer goods such as toothpastes, soaps, shampoos, etc. Advertising can only get the best results if the ads are shown at the right time. Media planning includes media planning, that is, it decides the time and space of advertising in the media. It decides the month, day and time of the announcement. It ensures that advertising runs more frequently during seasonal months and less frequently during off-season months. It also ensures that the advertisement is displayed at the time when the most target audience can be contacted, for example, if the advertisement is aimed at schoolchildren, it will not be shown in the morning or before noon. This model applies primarily to non-seasonal products and some seasonal products. Advertising is usually shown regularly with minor deviations or changes during the campaign period. There may be short intervals between advertising at regular intervals and also long intervals, for example, one advertisement per week for 12 months and then a break for a while. This model of advertising in the media, which prevails in services and packaged products, requires continuous customer reinforcement in order to focus attention on the point of purchase.
Mediaplan is part of the overall advertising plan. Media planning is designed to achieve the organization`s marketing and advertising goals. Media planning includes all these decisions such as choosing the right media, the right media mix and deciding on advertising planning. All these decisions help the organization to achieve its advertising objectives, i.e. to communicate the message to the target group and thus promote sales. When developing a media plan, businesses may decide if they need an ongoing campaign for the coming year, or if a budget is limited, advertise only during the launch of their product or service, or be intimidating afterwards. • It includes a program or plan that helps identify the media channels used in an advertising campaign and specifies insertion or broadcast dates, positions and duration of messages. Advertising comes at a huge cost. Media planning allows the advertiser to make the most of the resources available. In media planning, such a mix of media is selected and such a moment is selected, which will help the advertiser to communicate the advertising message to as many audiences as possible at the lowest possible cost. In the absence of media planning, the advertiser may choose expensive media that may not have good coverage of the target audience.
It deals with advertising planning. Media scheduling refers to the time of media inserts during a specified period of time. However, the first decision, i.e. the temporal decision, is more relevant for media planning. Media planning requires the consideration of various factors in order to arrive at an appropriate time for the media. The decision is crucial, as demand can vary depending on the cyclical trend and/or season. To make the most of advertising costs, the most effective time is selected. Executives or experts who are responsible for carrying out promotional activities make a media planning decision. • The advertising series in the form of unified media campaigns appears on various media media. Media planning helps decide how much to spend on different media. It helps the advertising manager to allocate the advertising budget to different types of media/media vehicles.
Mediaplan decides on the optimal media mix; This helps the advertising manager to scientifically allocate the entire advertising budget to the different media. Companies facing fierce competition in the market will opt for more continuous advertising across multiple media. The rule is that the more intense the competition, the higher the frequency of advertising will be. The advertiser must consider two types of media planning issues: advertisers must determine if the product category is consumed/used throughout the year or if the product/brand used is seasonal. With this decision, the advertiser will understand which media planning strategy works best for the brand.