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Scheduling in advertising refers to the amount of times and when the advertisement is played. It is important to try and advertise your product during the times you believe your target audience will be available and listening. This type of advertising, continuous scheduling, is a way of advertising often but highly during peek sales times.
Continuous scheduling would most likely be used for advertising bathroom cleaner. This type of media schedule is best for non-seasonal products such as bathroom cleaner, toilet roll or laundry detergents
Further Explanation
Advertising is a marketing communication to promote products, services or ideas. Advertising is an important tool in business. Advertising aims to create brand awareness and influence people to buy or use the product.
Before doing a campaign or an advertisement, a company will do some research on what kind of media schedule suit their product and budget. There are three kinds of schedule:
1. Continuous
The media schedule runs steadily throughout the year, it can be light or heavy schedule. For example, a commercial runs five days a week or three times a day. This schedule works best for non-seasonal products such as dental services, bathroom cleaner, and a hair salon.
2. Flighting
Flighting is best suited for seasonal products such as Christmas tree, outdoor toys, and a Halloween costume. The schedule would be heavily on the specific season where the product demands are high combine with no commercial at all during the offseason. For example, outdoor toys or camping gear would be heavily advertised during summer. The company will save their budget during the offseason.
3. Pulsing
Pulsing is the combination of continuous and flighting scheduling, it is best for a product that sells throughout the year but will have higher sales during a certain period. The company has a light schedule throughout the year but has a heavy schedule during a certain period. This kind of scheduling needs more budget that the previous type of schedule.
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