Scheduling the advertising and executing the advertising program
Scheduling The Advertising
Executing The Advertising Program
Scheduling The Advertising
Scheduling directly refers to the patterns
of time in which the advertisement is going to
run. It helps fixing up the time slots according to
the advertiser so that the message to be
delivered will reach target audience in a proper
way with proper timings.
Models Of Advertising Schedule
The run ads whole year round. The
advertisements under this type run at regular and
fixed intervals. The main advantage here is
reminding about the products to the customers
continuously. This model helps maintain a
continuous and complete purchase cycle. This is a
best model for the products having continuous
demand all the year round.
•This model is also called “BURSTING”.
•This absolute season based products model. The
ads here run at very irregular intervals.
Advertisements are for very shorter periods and
sometimes no ads at all.
•The advantage of this model is there is very less
waste of funds as the ads run only at
the peak time when the product demand
is on high.
• Pulsing combines flighting and continuous scheduling
by using a low advertising level all year round and
heavy advertising during peak selling periods. Product
categories that are sold year round but experience a
surge in sales at intermittent periods are good
candidates for pulsing.
Points to remember while scheduling an
•Selecting a proper media type for running ads
•Selecting a correct time for running ads so that the
purpose is solved.
•Advertisements should be sufficient enough
to deliver the message to the target.
Execution of Advertising
• It refers to the manner in which an advertising appeal is
carried out or presented. A particular advertising appeal
can be executed in a variety of ways and a particular
means of execution can be applied to a variety of
Execution Styles in Advertising
• It based on a problem/solution type of format.
•The ad attempts to portray a real-life situation
involving a problem, conflict or situation consumers
may face in their daily lives.
•The ad then focuses on showing how the advertiser's
product or service can resolve the problem.
There is a particular person speak on behalf of the
product or service based on his or her personal use
of and/or experiences with it.
This type of appeal is often used for image
advertising by showing an imaginary situation or
illusion involving a consumer and the product or
“The Big Race” (2006)
Humor can be used as the basis for an advertising
appeal. However, humor can also be used as a way of
executing the message and presenting other types of
“You're Not You When
This technique used animated characters or scenes
drawn by artists or on computer. Animation is often used
as an execution technique for advertising targeted at
This type of execution involves a direct or indirect
comparison of a brand against the competition.
This type of execution is designed to illustrate the key
advantages or benefits of a product or service by showing
it in actual use or in some contrived or staged situation.
Conveys the message of the advertisement through
STRAIGHT –SELL or FACTUAL MESSAGE
It relies on a straightforward presentation
of information about the product or service
such as specific attributes or benefits.