AMB319 Lecture 8: Reach & Frequency Strategies

• School: QUT
• Department: Advertising, Marketing & Public Relations
• Course: AMB319
• Professor: Gabby Stewart

Document Summary

Frequency strategy & media scheduling: reach (how much of the audience you need to reach) Advantages = serves as a constant reminder to consumer, covers entire buying cycle, allows for media priorities. Disadvantages = higher costs, potential for overexposure, limited media allocation possible. Flighting: less regular scheduling, periods of advertising and non-advertising, usually linked with purchasing cycle, allows for greater frequency during periods of advertising, useful for seasonal products. Advantages = cost efficiency of advertising only during purchase cycles, increased frequency during advertising bursts. Disadvantages = increased likelihood of wear out of message, lack of awareness and interest during non-scheduled times, vulnerability to competitors efforts during non-scheduled periods: pulsing: combination of continuity and flighting methods.