Cons: Limits scope of message, high level of clutter
Pros & Cons of Internet as your Ad Media?
Pros: Very Selective, relatively short lead time, moderate cost
Cons: Difficult to measure effectiveness
What are the 7 factors influencing the media mix, or combination of media to be used?
Cost per contact
What are the 4 basic types of Media Scheduling?
Continuous Media Schedule: used primarily for products in the later stages of the product life cycle, advertised on a reminder basis (ex) Ivory soap
Flighted Media Schedule: ads are heavily scheduled every other month or every two weeks to achieve a greater impact w/ an increased frequency and reach at those times (ex) Movie ads on Thursday to influence moviegoers for upcoming weekend
Pulsing Media Schedule: combines continuous w/ flighted. Continuous heavier during the best sale periods. (ex) Retailers-Black Friday
Seasonal Media Schedule: air during certain times of year. (ex) Sunscreen