Media Management - Media Scheduling

This brings us to the last step of the media strategy or media planning process – Media Scheduling.

You have an ad. You have your audience. You have evaluated and decided the media weights. You also have decided your vehicle. Now, comes the main part, when to release the ad?

Photo Credit: Google images

Yes! That’s the topic for the day media scheduling or in simple words deciding when to release your ad. You may have a good ad, but what is the point if it is released at the wrong time.

For instance

Imagine I have a mango farm and I advertise about it in the month of August, knowing that I will have mango ready to selling only in the months of April – June? Does it make sense to advertise when you don’t have the product to sell in the first place?

In another situation, imagine you have a product better than your competitor but you don’t advertise your product at the right time, while your competitor does.

In yet another situation, imagine you are selling air conditioners. It is a product that people use throughout the year, however the maximum amounts of air conditioners are sold during the summer months. What is the point of advertising this product during the winters or the rain?

In any of the above cases, you can clearly see how not scheduling your ads can be a disaster. It is important to strike at the right place at the right time.

The idea of media scheduling is to place your advertisement at such a time that it will result in the most amounts of sales. As a client the only reason why I would invest in advertising is to make sales, that’s all I would care about or anybody else who is shelling out that kind of money will.

No matter how much hard work is put in, at the end of the day what matters are the results. Everyone today is result oriented and driven, you may have worked like a donkey in making sure that your ad is creative and to just like what the brief demanded, but what is the point if the ad is placed at the wrong time and doesn’t affect the sales? Nothing matters if the results aren’t true to the expectation or more than that.

Photo Credit: Google images

Though the concept of media scheduling sounds so simple, it is one of the most crucial steps of the media strategy.

This brings us to the ends of the steps of making a media strategy or the media plan.

Next time I will see you with another concept, till then goodbye! :D