COM 33

ADVERTISING IN THE DIGITAL WORLD

Week 11-12

PASS 1: DILO + Visual Media Schedule

Content and the Customer Journey
Remaining Weeks

March 23: Email Marketing, Digital Media Planning, Emerging Technology

March 30: The Future of Advertising: Data, Creativity, Technology / Grade Advisory (Agile)

April 6: The Future of Advertising as a Career, Philippine Digital Advertising in Society and Culture

April 13:
For Seniors - Submission of Final Project #Gradwaiting
For Juniors - Case Study Viewing (Agile)

April 20: No Classes (Holy Week)

April 27: Juniors - Pass 1 of Final Project, Consultations

May 4: Juniors - Pass 2 of Final Project, Consultations

May 11: No Classes

May 18: Juniors - Final Project Submission

Case Studies
PASS 1: DILO + Visual Media Schedule
 #2 DETERMINE:
HIGH EXPOSURE OR LOW EXPOSURE?

E
HIGH RECEPTIVITY
OR
LOW RECEPTIVITY

R
Media Flighting Approaches
Scheduling
Once the media planning and selection is accomplished to the
satisfaction of both advertisers and agencies, the attention is diverted
to the task of deciding the media scheduling.

It concerns answering such questions as

how many of each media vehicles space and time units be bought?
Over what period, should such buying be?
Do we want a steady schedule or do we want a `pulsed' campaign,
concentrating heavily in the beginning and later slowing down ?

Prateek Sancheti, “Media Scheduling,” Futures First

What is scheduling?
Scheduling refers to the pattern of advertising timing, represented as
plots on a yearly flowchart. These plots indicate the pattern of
scheduled times advertising must appear to coincide with favorable
selling periods. The classic scheduling models
are Continuity, Flighting and Pulsing.

Prateek Sancheti, “Media Scheduling,” Futures First

Continuous
This model is primarily for non-seasonal products. Advertising runs
steadily with little variation over the campaign period.
This pattern of advertising is prevalent in service and packaged goods
Continuous that require continuous reinforcement on TOM
Advantages:
❑Covers the entire purchase cycle
Time ❑Cost efficiencies in the form of large media discounts
❑Positioning advantages within media

Prateek Sancheti, “Media Scheduling,” Futures First

Flighting or Bursting
Flighting Burst

Time Time

In media scheduling for seasonal product categories, flighting involves

intermittent and irregular periods of advertising, alternating with
shorter periods of no advertising at all.

Prateek Sancheti, “Media Scheduling,” Futures First

Flighting or Bursting
Advantages:
• Advertisers buy heavier weight than competitors for a relatively
shorter period of time
• Little waste, since advertising concentrates on the best purchasing
cycle period
• Series of commercials appear as a unified campaign on different
media vehicles

Prateek Sancheti, “Media Scheduling,” Futures First

Pulsing
Pulsing combines flighting and continuous scheduling
by using a low advertising level all year round and
heavy advertising during peak selling periods.
Pulsing Product categories that are sold year round but
experience a surge in sales at intermittent periods are
good candidates for pulsing. For instance, under-
arm deodrants, sell all year, but more in summer
months.
Time Advantages:
• Covers different market situations
• Advantages of both continuity and flighting possible

Prateek Sancheti, “Media Scheduling,” Futures First

Visual Media Schedule
 BASIC VISUAL MEDIA SCHEDULE
Client:
Campaign:
Version:

VECTOR Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV
60 Seconds (ABS/GMA)
15 Seconds (ABS/GMA)

RADIO
30 Seconds
15 Seconds

DIGITAL
Facebook
Youtube
Instagram

SEARCH
Google

PUBLISHER
Rappler
Cosmo