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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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Weighting and Scheduling Strategies

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Weighting and scheduling strategies l.jpg

Weighting and Scheduling Strategies


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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


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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


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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


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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


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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


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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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