Media

1. Media

2. media Scheduling Choices • •Continuous Media Pattern: A timing pattern used in a media plan whereby the advertising messages are scheduled continuously throughout the time period covered by the media plan. • • Flighting: An advertising continuity or timing pattern in which advertising messages are scheduled to run during intervals of time that are separated by periods in which no advertising messages 
appear for the advertised item. Any period of time during which the messages are appearing is called a flight.

3. Our Choice: Pulsing • Pulsing: An advertising timing or continuity pattern in which there is noted variation of media spending in the media schedule. There will be some spending during all periods of the schedule, but there are periods in which the spending is notably heavier than others. • This approach will help us continually stay in contact with the target and maintain brand awareness.

4. Overall, influencing millennial-generation consumers through an ad remains far more difficult compared with other generations because of the low immediate and delayed recall rate. The study indicates that millennials have 43% immediate recall and 24% delayed recall of an ad, compared with 50% and 23% for Generation X. • Bottom Line: It takes more exposure than usual to influence our target. • Read more: http://www.mediapost.com/publications/article/166427/millennials-remain-difficult-to-reach.html#ixzz1kWFxkJGQ