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Figure 10-16 Three methods of promotional scheduling

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Figure 10-16 Three methods of promotional scheduling

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TV research community as "the most comprehensive study ever to shed light on scheduling") indicates that continuity is more effective than flighting. On the basis of the idea that it is important to get exposure to the message as close as possible to when the consumer is going to make the purchase, the study concludes that advertisers should continue weekly schedules as long as possible.3 The key here may be the "as long as possible" qualification. Given a significant budget, continuity may be more of an option than it is for those with more limited budgets.

Figure 10-17

Characteristics of scheduling methods

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