weighting and scheduling strategies
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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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Presentation Transcript
geographical weighting
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
share of voice
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
scheduling strategies
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
scheduling strategies5
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
scheduling strategies6
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
levi s jeans
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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