Media schedule and budget allocations media calendar

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
o All the details of the media execution
 Media Buying: once the client approves the media plan, media buyers
execute the plan
Assessing Media Alternatives
 Finding the right combination
 Primary medium: receives largest allocation of an advertiser’s budget; the dominant
medium in a media plan
 Secondary medium: media alternatives used to complement the primary medium in an
advertising campaign; typically, less money is allocated to those
 Television: preferred medium for advertisers
o Moving more towards laptops and mobile devices
o PVRs threatens the economics of the television industry
o Advancing technology will have a negative impact on this medium’s effectiveness
in the future
o The # of hours a person spends watching TV is drifting downward
 Increase of other devices, increase of multitasking
o Men 18+: 20 hrs a week, women 18+:24 hrs a week (shows TV is not dead but in
transition)
o Biggest threat to TV is the 300-channel universe that exists today
o Ideal for product demonstrations and appeal to consumers on an emotional level
o Most influential form of advertising
o 4 options:
 Network advertising: one central source broadcast across an entire
network of stations