1.6 advertising campaign logistics

 

1.6 advertising campaign logistics James Morecroft

There are 3 basic models for scheduling an advertising campaign.

The continuity model:

Where advertisements run across chosen mediums all year round and at regular intervals. This model has the advantage of keeping the product or service continually in the mind of the audience.

The flighting or bursting model: where advertisements are seasonal and run at irregular intervals. The advantage of this model is that audiences are only targeted at the time of peak demand. For example, Christmas.

The pulsing model where there is a combination of both continuity flighting schedules advertisements run all year but with a heavier concentration at peak demand times there are five types of pulsing:

Steady (used year-round; seasonal)

Period (used over regular periods)

Erratic (used irregularly)

Strat – up (used for new products with heavy advertisements early on the campaign)

 Promotional (used over short period to promote products)

Scheduling – the frequency timing and placing of advertisements.

Audience segmentation - the process of dividing an audience (target or known) into sub-groups based on geographic, demographic, behavioral and psychographic factors.

A smart TV would be regular as people will need televisions all the time people might break them or want to upgrade. They could also be steady as people probably want to buy a new one or for a present for somebody at Christmas.