# Q6B · Illustrate the Theories of Media Planning

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2024-05-02/q6b

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2024-05-02--q6b/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2024-05-02 · Q6B · Previous-paper question. Illustrate the Theories of Media Planning. [10 marks]

#### 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

#### Illustrative example · A fictional launch plan

Wave: advertise heavily for two weeks, pause, then return. Dominance: concentrate on radio first and digital video later. Concentration: maintain the campaign in a relevant trade magazine throughout. These are distinct choices, not synonyms.

**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 ↔

![Scheduling: steady, on/off, or base plus peaks](https://deep-learning-study-room.vercel.app/apr/fig/schedule.517c850e91.svg)

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 →

Continuous, flighting and pulsing schedules — follow the labels in order.

## 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

#### Illustrative example · Three hypothetical products

A routine household item uses steady reminders; a seasonal winter event uses flights around ticket sales; a delivery service maintains a base all year and adds festival peaks. These examples explain suitability, not a documented company schedule.