Media Strategies are
developed to achieve the ascertained objectives and thus get the right action
implemented for the organization.
There are a large
number of options when it comes to the selection of the right media plan for
the organization, some organizations prefer to use only one medium whereas some
like to use a combination of many mediums. Certain factors like budget,
characteristics of the product, and preferences of customers are considered
before finalizing the media mix.
The biggest advantage
of the media mix is the versatility that it provides to the marketing of the
product i.e. every medium has its own set of advantages and by combination of a
number of mediums the advantages increases which helps in increasing the visibility
of the product and thus increasing the coverage, reach and frequency of the
product or the brand.
There is different
plans and budgets allocated to different markets, so it is the decision and the
responsibility of the media planner to choose how much emphasis he wants to
levy on different target markets. The objectives is to get the message
delivered to the prospective buyers and thus achieve the coverage of the
market, and to attain this objective the best target market is given the most
There is an important
factor which the media planner needs to keep in mind when it comes to achieve
the aforesaid objective. If in a market the media coverage exceeds the number
of target audience then there would be overexposure of media which is also
called waste coverage, as it reaches to the people who are not potential
buyers, which is a waste of efforts for the organization. This case happens
rarely as there is a budget constraint for all the organizations, and they all
want to get return on every penny they spend, so usually waste coverage doesn’t
happens, on the contrary most of the times organizations have to live with less
coverage than desired.
organizations are happy to accept waste coverage because of certain benefits
like, for example in the case of an advertisement during a football match on a
television, it happens that not all the people watching are potential customers
so there is a waste coverage, but they are ready to accept it because a very
large number of people can be targeted through it, of which many are potential
As a media planner one
would always want that the advertisement of their products is in front of the
customers all the time as a constant reminder of their product, so that
whenever a customer thinks of buying anything in that segment their product
becomes the first choice, but that is not the case due to budget constraints
and some other factors as well. The main motive behind scheduling is that the
time at which advertisement is done is in sync with the time when a large
number of potential buyers are watching the advertisement. There are three
methods of scheduling.
refers to a continuous pattern of advertising; a pattern can be of any form
i.e. daily, weekly, monthly or yearly. The main objective behind such
scheduling is that a constant visibility of the product is maintained in front
of the customers, which helps in becoming the first choice of the customers. It
is used in the case of daily need products or non-seasonal products.
it is a bit irregular as compared to the continuity method i.e. in this type of
scheduling there may be times where the media planner chooses to advertise
heavily, and also sometimes there may be times when he doesn’t advertises at
all. It is mainly used in the case of seasonal products or the products which are
more prevalent during specific period of time. Snow skies for example are
advertised only during a specific time of the year, because it will be useless
to advertise them on the remaining time, when they are not available.
is actually a combination of the previous two methods, as a continuous
scheduling is done is done at a small scale and also at certain times when the
product is most prevalent heavy advertisements at certain times is also done.
It actually depends on the buying cycle and budget provided to the media
Each of method of
scheduling has its own advantages or disadvantages, but through a research
study it has been found out, that pulsing method is the best as it maintains a
balance of continuity which ensures visibility, as well as gives the benefit of
fighting i.e. high promotion during certain times.
It is not a wise
decision to promote a product in the area in which it may not be used, unless
you can generate an increase in interest in that area. So the idea of promoting
differently in terms of pattern and scheduling in different areas is justified,
as it is only beneficial and important for the media planner to input right
sources into the right geographical market, as otherwise it may lead to waste
of resources for the organization.