LO1 - Campaign Logistics

Campaign Logistics in Media

Scheduling the promotional campaign...

There are three common models used by professional companies and individuals, when promoting a product such as TV and/or radio.

1. Continuity...

Advertisements can run across multiple platforms all year around, keeping the product in the mind of the viewers/audience. An example of a continuity ad is for McDonald's - they advertise themselves all year around in most territories, promoting their burgers, fries, wraps, breakfasts, drinks and desert options all year around, creating the impression that McDonald's is the number one fast food franchise in the world.

2. Bursting...

Advertisements are seasonal - meaning at particular times such as Christmas, Halloween, Easter and/or Summer, companies will promote products or brands relevant to the particular time of year.

For instance, at Christmas, companies such as Asda will promote their festive-themed foods (Stuffed turkey, Yorkshire Pudding, Stuffing etc.) as well as their alcohol options.

Next, in Halloween or Easter, a company such as Nestle may promote their chocolate brands in the UK (such as Quality Street, Smarties, Milkybar etc.), at the same time a company such as Amazon may promote their delivery service for people who need Halloween costumes.

Finally, in Summer, the following brands may promote themselves;

• TUI (the largest holiday company in the world) for package holidays
• American Airlines (the largest airline in the world) for flights
• Nivea for skincare [particularly sunscreen]
• Booking.com for booking hotels and flights

3. Pulsing...

This is when there is a combination of both continuity and bursting methods, usually the most common - used irregularly and over random periods of time.

An example of a pulsing methods could be Uber Eats, they randomly promote themselves as they are an essentials company to people who live in major cities, or during quarantine etc.