ADM 3326 Lecture 10: Untitled 6

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Michael Guolla

Document Summary

> know the generalizations through data & deduction. > focus on how each communication objective is attained at each stage. > determine which media is most e ective at each stage of the consumer decision making process: target audience coverage , geographic coverage , schedule. > three approaches for media schedule: continuity, pulsing, flighting. > planners decide a schedule option for each media. > identify the time frame when deciding each schedule option: continuity. > continuous advertising on a monthly basis (shown above) > continuity occurs only with a few media due to $: pulsing. > pulsing occurs when extra money is spent to reach more of the audience, or to let the audience see the ad more frequently. > occurs for a few time periods (shown above). > use of pulsing schedule depends on the time period (i. e. , hour, day, week, month): flighting. > flighting occurs when there is no advertising for a few time periods.