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
– 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
– 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
• Continuity - “straight through”
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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 Strategies
• Flighting - “bursting”
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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 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
• 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?