Answer to Question #213566 in Management for GOG

Question

SUBJECT : ADVERTISING AND SALES MANAGEMENT

Why is cost efficiency important (give 7 points for importance with elaboration) in media planning and how (elaborate in detail ) is it determined? What is the difference (give at least 8 differences ) between a continuous media schedule , flighting media schedule and pulsing media schedule?

Answer 1

Importance Of Cost Efficiency In Media Planning.

- It aids in determining which choice will reach the greatest number of people for the smallest amount of money. When dealing with a budget, it is critical to acquire the greatest possible outcome with a constrained budget even if your audience reach isn't as high as you'd want, you'll still be getting the most reach for your money.

- It is one of the most often employed tactics for increasing a company's profit-maximizing capabilities, and it is becoming increasingly important in media planning. The more cost-effective judgments made by business owners, the more successful the organization becomes.

-Examine the literature on how social media has been utilized to create a cost-effective social media strategy plan to fulfill its marketing and communication goals.

- Before selecting to market using a social media channel an enterprise should build a social media strategy. Although social media marketing is a freeway for a firm to promote and build brand awareness, the only way to reap the many rewards is to have a social media marketing strategy that explains what the company aims to accomplish.

- It is necessary not only for huge and medium companies but also for small and charitable organizations

- A strategy for relating a platform's expenses to its primary results or rewards is cost-effectiveness analysis. It helps with media strategy.

- It is crucial to concentrate on what commodities or individuals your company will demand now and in the future and to try to save expenses wherever possible. As a result, media planning comes in handy.

How cost efficiency is determined

- The procedure of identifying the most cost-effective media for advertising to achieve the necessary coverage and number of exposures in a target demographic is known as advertising media selection.

Difference Between A Continuous Media Schedule, Flighting Media Schedule, And Pulsing Media Schedule.

- While flighting comprises persistent advertising with several intermittent, planned spikes in ad cycles that are not dependent on seasonal, pulsing entails persistent advertising with several intermittent, planned spikes in ad runs that are not based on seasonal changes.

A Continuous Media Schedule

-It runs consistently with little variance. Promotion at this period can be strong or light, perhaps a commercial airs once a week on TV or three times a day on the radio, but the important is that the schedule is consistent through the contest or year.- It involves advertising the message evenly throughout a given period. For example, if the company wants 48 television.

Flighting Media Schedule

- Flighting is an advertising technique that goes against the perception that any pause in item promotion will slow sales.

- When it comes to seasonal commodities and services. Flighting is typically used to optimize for the most marketable time periods. A tax preparation firm and a snow plowing service, for instance, would be wasting their advertising resources if they ran commercials in July; they are considerably more likely to run ads in the winter.

Pulsing Media Schedule

- It uses a modest advertising level throughout the year and big advertising during peak sale periods to blend flighting and perpetual scheduling. Product categories that are sold all year but see a spike in sales at specific times of the year are strong candidates for pulsing.

- This advertising schedule combines both persistent and fight adverts. It incorporates low-weight, constant advertising.