3 Common Pattern of Advertising Schedule

There are various types of advertising media that you can use to expose your brand or product to consumers. However choosing the right medium might come in handy as it requires a thorough planning that is able to optimize reach and is according to your budget. One of the things to consider in planning your advertising campaign is advertising scheduling.

The 3 common pattern of advertising scheduling are:

Continuous 

Image via HBR

This model of advertising has a continuous media schedule that runs steadily with little variation where it may be a commercial run on TV twice a week or on radio 3 times a week, but the schedule must remain constant throughout the period of a campaign. It is a marketing strategy where consumers are constantly reminded of its need and is usually used to promote non-seasonal products and services that are consumed on a steady basis like body wash or toothpaste that are used in daily life.

Flighting

Image via ualberta

Flighting advertising strategy describes an advertising campaign that alternates between heavy spurts of advertising during a peak selling period followed by a hiatus period. This schedule is usually used to promote seasonal products and services like winter clothing. 

Pulsing

This strategy combines continuous scheduling and flighting to create a constant reminder of their products to consumers but greater intensity advertising is done on certain selling periods that are considered as peak season. This approach is suitable for promoting products and services that are sold all year round but experience a surge in sales at a certain period of time. For example, sandals and flip flops are available for sale all year, but more during summer months.

The timing of media in your advertising campaign plays an important role in ensuring your advertising objectives are met. Therefore, take note and remember to include advertising scheduling in the planning stage before running your advertising campaign!

 

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