1. Weighting and Scheduling Strategies

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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?