MEDIA SCHEDULING

Once a business decides how much money it can allocate for advertising, it must then decide where it
should spend that money. Certainly the options are many, including print media (newspapers, magazines,
direct mail), radio, television (ranging from 30-second ads to 30-minute infomercials), and the Internet.
The mix of media that is eventually chosen to carry the business's message is really the heart of the
advertising strategy.
SELECTING MEDIA The target consumer, the product or service being advertised, and cost are the
three main factors that dictate what media vehicles are selected. Additional factors may include overall
business objectives, desired geographic coverage, and availability (or lack thereof) of media options.
SCHEDULING CRITERIA As discussed by Hiam and Schewe, there are three general methods
advertisers use to schedule advertising: the Continuity, Flighting, and Massed methods

ContinuityThis type of scheduling spreads advertising at a steady level over the entire
planning period (often month or year, rarely week), and is most often used when
demand for a product is relatively even.

FlightingThis type of scheduling is used when there are peaks and valleys in product
demand. To match this uneven demand a stop-and-go advertising pace is used. Notice
that, unlike "massed" scheduling, "flighting" continues to advertise over the entire
planning period, but at different levels. Another kind of flighting is the pulse method,
which is essentially tied to the pulse or quick spurts experienced in otherwise consistent
purchasing trends.

MassedThis type of scheduling places advertising only during specific periods, and is
most often used when demand is seasonal, such as at Christmas or Halloween.

Media Mix
After understanding the various aspects of each media separately and the advantages and the limitations of each, we
can conclude that no single media would be able to reach the target population individually.
The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and
frequency. Considering the advertising companys marketing objectives will arrive this at, its target market, media

characteristics, and its matching with the target market. Also, the overall advertising budget does influence the nature
of such a mix, in addition to t he available gross audience.

The primary need for a combination of media naturally arises from the necessity to reach more
people in more ways than any single medium can encompass. There are few other needs too.

The need for getting the campaign message over to different types of public, such as professional people as
well as consumers, or retail traders as well as both.

The combination of a short term and a long term element in the campaigns objective, which cannot be
satisfied within the limits of a single medium; e.g., the need for building up the products reputation while
giving reminder at point-of-sale.

The superimposition of a piece of marketing news, such as a new size or a special pack, on top of a steady
long-term development of the brand image .

The combination of a need for detailed and perhaps technical specifications with a more superficial appeal to
a much wider market.

The different attitudes which different sections of the population bring to the choosing of a given product, and
the consequent need to catch each section in the appropriate mood.

Competitive circumstances which necessitate a strong temporary impact superimposed on the steady longterm effort.

Media Schedule for All Campaigns

Once you have identified your target publications, and have a rough idea of cost, you can establish a
media schedule. This is a chart that shows which publications you will use, along with the projected run
dates.
When determining the media schedule, you have decide if you will have an ongoing campaign throughout
the year, or if you only have the budget to advertise during the launch (and perhaps periodically
thereafter). The ultimate decision is the ongoing return--I let the ROI determine the continued investment).
I typically get the greatest returns during the launch and diminishing returns thereafter (and these will
require an ongoing promotion to bring a positive direct response return). If the later returns still meet your
minimum ROI requirements, and you have the budget, then you should continue the investment.

# of Impressions
With all of my combined campaigns, I typically try to achieve the minimum number of impressions
(exposure to your ads, direct mail, pr, etc.) to get a prospect to buy. It has been my experience that it

typically takes 5-7 impressions before a prospect buys. The first time they are aware of your product. The
second they take note. The third they may decide to find out more. The fourth they may decide to get it.
The 5th time they may actually write down the phone number or URL and the 6th time on they might
actually call or visit the web site to place the order. If not available on-line, it may take a few more
impressions for them to get out of their chair and go to the store to buy it, or to remember to get it when in
the store.
Different products have different conversion cycles, as do different campaigns. Sometimes you may have
a hot promotion that pulls on the 2nd impression, other times nothing works. It is important to measure the
response from each promotion (pr, direct response, ads, etc.) so you know which is creating the greatest
impact and positive return.

Sample Schedules
Following are some charts that show what a media schedule looks like (taken from the Sample Marketing
Plan Section). Notice Ive also included the other campaigns so we can see the cumulative effect on the
desired number of impressions.
Publication

Jan

Feb

PC Magazine, Circ: 1 million, Target: General,

Pub: 24x/yr
CRM, Circ: 103,000, Target: VARs, Pub: Weekly

$11,000

Internet World, Circ: 100,000, Target: Internet

users

Apr

May

$21,000 $21,000

Mar

$21,000

June

$63,000

Total

$11,000

$11,000

$33,000

$18,000 $18,000

$18,000

$54,000

Software Marketing Journal, Circ: 3,000, Target:

Executives, Pub: 12/yr

$9,000

$9,000

Computer World, Circ: 800,000, Target: General,

Pub: 12/yr

$20,000

$20,000 $20,000

$60,000

Total $ Cost

$0

$11,000

$50,000 $67,000

$70,000 $20,000

$219,000

Total # Impressions

103,000

1.2 Mil

1.93 Mil

2.03 Mil

7.26 Mil

Mar

Apr

800 K

Following is a Card Deck Direct Response schedule:

Card Deck

Jan

CRN, Circ: 108,000, Target: Resellers

Feb
$3,200

$3,200

May

June

$3,200

Comdex Deck, Circ: 100,000, Target: General

Public

$3,000

Windows Deck, Circ: 120,000, Target:

Windows users.

Total
$63,000

$2,800

$3,000
$54,000

Total $ Cost

$0

$3,200

$3,200

$0

$6,000

$3,000

$15,400

Total # Impressions

108,000

108,000

228,000

100,000

544,000

Following is a Direct Mail schedule:

Campaign

Jan

Feb

Upgrade Piece - Widget 2.2

Prospect Piece - Widget 2.2
Total # Impressions

Mar

Apr

May

June

Total

30,000

30,000

30,000

90,000

10,000

50,000

50,000

50,000

160,000

10,000

80,000

80,000

80,000

250,000

Following is a graph showing the total impressions created from all paid promotional activities (excluding
PR). It demonstrates the mountain effect you want to have to get attention during the product launch
stage, and the ongoing maintenance effect.