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Weighting and Scheduling Strategies

Weighting and Scheduling Strategies . Geographical Weighting. Reasons for geographical weighting Some markets have more potential than others Waste of marketing on a national basis Media delivery does not match sales potential Dollar allocation technique

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Weighting and Scheduling Strategies

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  1. Weighting and Scheduling Strategies

  2. Geographical Weighting • Reasons for geographical weighting • Some markets have more potential than others • Waste of marketing on a national basis • Media delivery does not match sales potential • Dollar allocation technique • Ex. 10% of budget may buy more in A vs. B • More impressions in cost efficient markets • Gross impression allocation technique • Ex. 10% of GRPs go to market A and B • Proportional communication pressure

  3. Share of Voice • Share of Voice • How much communication effort behind one brand relative to another • % of total advertising GRPs in category • Share of Dollars • How much spending behind one brand relative to another • % of total advertising spending by category

  4. Scheduling Strategies • Continuity - “straight through” • Pattern is continuous and even • Small Gaps are OK, if consistent • Works as a reminder - always out there • Covers entire purchase cycle • May make certain discounts available • Especially in print

  5. Scheduling Strategies • Flighting - “bursting” • Patterns is intermittent, gaps with no ads • Flighting patterns concentrate spending • Best for countering competition • Timing of flights tied to sales patterns • Little waste - great if you are #2 or lower

  6. Scheduling Strategies • Pulsing - “combo” • Pattern merges continuity and flighting • Best of both techniques • Continuous with heavy-up periods • Best for products sold year round that deal with competitive pressures and sales fluctuations

  7. Levi’s Jeans • You have 5000 GRP’s and must use magazine and television. • Allocate by month • Relative emphasis on certain media • Focused emphasis on certain months • What is your scheduling strategy?

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