Which three are approaches to setting an advertising schedule?

Introduction

When it comes to setting an advertising schedule, businesses have several approaches to choose from. An advertising schedule is a plan that outlines when and where advertisements will be displayed to reach the target audience effectively. In this article, we will explore three common approaches to setting an advertising schedule and discuss their advantages and disadvantages.

Which of the following illustrates how marketing has a direct impact on consumers?

Approach 1: Continuous Advertising

Overview: Continuous advertising is a strategy where advertisements are run consistently throughout the year without any significant gaps or breaks.

Advantages: One of the main advantages of continuous advertising is that it helps maintain a constant presence in the market. By consistently exposing the target audience to the brand, it helps build brand awareness and recognition. Continuous advertising also allows businesses to maintain a steady flow of customers and sales, as it ensures that the brand remains top of mind.

Disadvantages: Continuous advertising can be costly, especially for small businesses with limited budgets. Since advertisements are run consistently, the overall advertising expenditure can be higher compared to other approaches. Additionally, continuous advertising may lead to ad fatigue among the target audience, resulting in decreased effectiveness over time.

Approach 2: Flighting Advertising

Overview: Flighting advertising involves running advertisements in alternating periods of intense activity and complete inactivity. This approach is commonly used for products or services with seasonal demand fluctuations.

Advantages: Flighting advertising allows businesses to focus their advertising efforts during peak seasons or periods of high demand. By concentrating resources during these times, businesses can maximize their impact and reach a larger audience. This approach can also help optimize advertising budgets by reducing expenditures during low-demand periods.

Disadvantages: One of the main disadvantages of flighting advertising is the potential loss of brand awareness during inactive periods. If the brand is not consistently present in the market, it may lose visibility and be overshadowed by competitors. Additionally, the effectiveness of flighting advertising heavily relies on accurate forecasting of demand fluctuations, which can be challenging.

Approach 3: Pulsing Advertising

Overview: Pulsing advertising combines elements of both continuous and flighting advertising. In this approach, businesses maintain a base level of continuous advertising while increasing their advertising efforts during specific periods of higher demand.

Advantages: Pulsing advertising allows businesses to benefit from the advantages of both continuous and flighting advertising. By maintaining a constant presence in the market, they can build brand awareness and recognition. At the same time, by increasing advertising during peak demand periods, they can capitalize on higher sales opportunities.

Disadvantages: Pulsing advertising may require careful planning and coordination to ensure that the increased advertising efforts align with the periods of higher demand. It can also be challenging to determine the optimal level of increased advertising during these periods, as too much or too little advertising may not yield the desired results.

Conclusion

In conclusion, when setting an advertising schedule, businesses have several approaches to consider. Continuous advertising provides a constant presence in the market but can be costly and may lead to ad fatigue. Flighting advertising allows businesses to focus their efforts during peak demand periods but may result in loss of brand awareness during inactive periods. Pulsing advertising combines elements of both continuous and flighting advertising, offering a balance between maintaining brand presence and capitalizing on peak demand. Ultimately, the choice of approach depends on various factors such as budget, target audience, and industry dynamics.