1nd Edition Tel T 343 Lecture 14 Outline of Current Lecture I How Often Should My Ad run II Continuity Schedules III Sales Promotion and Live Remotes Current Lecture I How Often Should My Ad run a Based on a goal and Budget b The more frequently the ad runs the more costly it will be for the client II Continuity Schedules a Continuity concept how often ad should run i 3 Types ii Continuous Schedule Ads are scheduled continuously during the period of the campaign 1 Short campaigns can still result in high frequency 2 But for long campaigns budget restrictions result is this being reminder ads for mature products brands iii Flighting Schedule Ads are scheduled to run during set periods of time called flights a In between flights no ads are scheduled b Often used for truly seasonal items c Little budget wasted ruing non buy8ing season These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute iv Pulsing Schedules a Can be viewed as a combination between continuity and flighting b Advertising is constant but frequency increases during high volume periods c Sometimes the pulses occur around sales promotions III Sales Promotion and Live Remotes a Often clients are interested in hearing what the station is willing to do for them in term of sales promotion tie in b Value added what are you going to give to us for free i Example Give away 6 pack of Coke during summer at broadcast station Brought to you by Coke c Live Remotes i Why are they successful ii Not all are
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