MEDIA SCHEDULING

Media Scheduling
Reach
+
Frequency
+
Continuity
(how long the campaign runs
continuous vs. flighting vs. pulsation)

Frequency
No. of times within the specified period that
a person is exposed to that message

Reach
No. of persons exposed to a particular
media schedule at least once during a
specified time period

Impact
Qualitative value of an exposure through a
given medium
GRP (Gross rating points) = R * F
Wt. GRP = R * F * I

Media Scheduling
Continuous
Media Schedule

Advertising is run steadily

throughout the period.

Flighted
Media Schedule

Advertising is run heavily every

other month or every two weeks.

Pulsing
Media Schedule

Advertising combines continuous

scheduling with flighting.

Seasonal
Media Schedule

Advertising is run only when the

product is likely to be used.

IMPORTANT FACTORS IN DETERMINING

FREQUENCY LEVELS
1) MARKETING FACTORS
a) Brand history: New brands generally require higher
frequency levels than established brands.
b) Brand share: An inverse relationship exists between
brand share and frequency. The higher the brand share,
lower the level of frequency required.

c)

Brand loyalty: Again an inverse relationship exists

between loyalty and frequency. The higher the loyalty,
lower the level of frequency required.

d) Purchase cycles: Shorter purchase cycles require

higher frequency levels to maintain top-of-mind
awareness.

e) Usage cycle: Products used daily or more frequently

need to be purchased, so a higher level of frequency is
required.
f) Competitive share of voice: Higher frequency levels
are required when a lot of competitive advertising exists
and when the goal is to meet or beat competitors.
g) Target group: The ability of the target group to learn
and to retain messages has a direct effect on frequency.

2) MESSAGE OR CREATIVE FACTORS

a) Message complexity: The simpler the message, the
less the frequency required.
b) Message uniqueness: The more unique the
message, the lower the frequency level required.
c) New versus continuing campaigns: New
campaigns require higher levels of frequency to
register the message, compared to continuing
campaigns.

d) Image versus product sell: Creating an image

requires higher levels of frequency than does a
specific product sell.
e) Message variation: A single message requires
less frequency, a variety of messages require
more.
f) Wear out: Higher frequency may lead to
wearout. This effect must be tracked and used to
evaluate frequency levels.
g) Advertising Units: Large units of advertising
require less frequency than smaller ones to get
the message across.

3) MEDIA FACTORS
a) Clutter: The more the advertising appearing in the
media used, the more frequency is needed to break
through the clutter.
b) Editorial environment: The more consistent the ad
is with the editorial environment, the less frequency is
needed.
c) Attentiveness: The higher the level of attention
achieved by the media vehicle, the less frequency is
required. Low attention getting media require more
repetitions.

d) Scheduling: Continuity scheduling requires

less frequency than does flighting or pulsing.
e) Number of media used: The fewer the
media used, the lower the level of frequency
required.
f) Repeat exposures: Media that allow for more
repeat exposures (e.g. monthly magazines)
require less frequency.