O national coverage assumes widespread availability

o National coverage – assumes widespread availability of the product,
with all geographic areas figuring equitably in the success of the
product
o Regional coverage – a regional strategy involves an evaluation of each
region’s contribution to a brand’s (or company’s) success
 Brand development index (BDI) – the percentage of a brand’s
sales in an area in relation to the population in that area;
determines if the brand is underdeveloped or overdeveloped in
each area
o Key market coverage – give priority to those members of the target
market residing in key urban markets.
Timing of Advertising
- Flight – a period of time in which advertising is scheduled
- Skip schedule – the scheduling of media advertising on an altering basis, such
as every other week or every other month

- Pulse schedule – a scheduling of media advertising in flights of different
weight and duration
- Seasonal schedule – Scheduling media advertising according to seasonal sales
trends; usually concentrated in the pre-season or the period just prior to
when the bulk of the buying occurs
- Blitz schedule – the scheduling of media advertising so that most spending is
front-loaded in the schedule; usually involves a lot of money spent in a short
period
- Build-up schedule (teaser campaign) – the scheduling of media advertising so
that the weight of advertising starts out light and gradually builds over a
period of time
- Even schedule (continuous schedule) – the uniform scheduling of media
advertising over an extended period
Reach/Frequency/Continuity
- Reach – the total unduplicated audience exposed one or more times to a
commercial message during a specific period (usually a week)
- Frequency – the average number of times an audience has been exposed to a
message over a period of time, usually a week
- Gross rating points (GRPs) (RxF) – an expression of the weight of advertising
in a media schedule; calculated by multiplying reach by frequency
- Continuity – the length of time required in an advertising medium to generate
the desired impact on the target audience
Engagement
- Engagement – the degree of involvement a person has with the medium when
using it
Media Execution
- Media execution – the translation of media strategies into specific media
action plans; involves recommending specific media to be used in the plan
and negotiating the media buys
Media Selection
- Selecting the right media to resolve the problem at hand is a three-step
decision process:
o Selecting the general type of media (television, radio, newspapers,
magazines, out-of-home)
o Selecting the class of media within the type
o Selecting the particular medium
- Cost per thousand (CPM) – the cost of delivering an advertising message to
1000 people; calculated by dividing the cost of the ad by the circulation in
thousands
Media Schedule and Budget Allocations
- Media calendar (blocking chart) – a document that shows allocation of a
brand’s media budget according to time of year and type of medium; shows
coordination of various media recommendations
Assessing Media Alternatives

- Primary medium – a medium that receives the largest allocation of an