Q6B · Illustrate the Theories of Media Planning

Answer

Definition. Media-weight strategies describe where advertising pressure is concentrated across time and media.

In simple words. Kab kitna pressure aur kis medium pe—yeh strategy hai.

Understand it step by step

1. Wave theory: buy space or time in short bursts and allow gaps, expecting some residual effect between waves. The continuing effect should be measured, not assumed to be permanent.
2. Media dominance: concentrate substantial advertising in one medium for a period, then move emphasis to another. It combines temporary dominance with a sequence of media choices.
3. Media concentration: remain concentrated in one medium to obtain repeated visibility and continuity there.
4. Choice: audience habits, seasonality, message requirements and resources determine suitability. A single-medium strategy is possible; the notes’ separate claim that every advertiser must use several media is not universal.

See it in use

Definition. Media scheduling allocates advertising activity across time. Continuity describes how steadily it is maintained.

In simple words. Continuous = steady; flighting = gaps; pulsing = base ke upar peaks.

Swipe across the diagram to read its labels ↔

Diagram: Scheduling: steady, on/off, or base plus peaks. Labels: Scheduling: steady, on/off, or base plus peaks | Scheduling: steady, on/off, or base plus peaks | Continuous | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | Flighting | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | Pulsing | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | Illustrative equal time periods →

Understand it step by step

1. Continuous: maintain relatively steady activity throughout the campaign. Useful when demand and the reminder need persist.
2. Flighting: alternate active periods with no advertising. Suitable when concentrated periods align with demand or a limited budget, but memory may weaken in gaps.
3. Pulsing: maintain a lower continuous base and increase activity in peak periods. It is not the same as switching completely off.
4. Additional terms in notes: bursting means very intense activity over a short span; roadblocking coordinates placements across competing outlets at the same time; blinking refers to brief intermittent activity. These labels and exact definitions vary. Roadblocking does not literally mean there are only three media networks.
5. Timing: advertise near relevant purchase occasions or deliberately build off-season demand if justified. Research audience availability instead of assuming a gender-based viewing stereotype.

See it in use