schedulling/flighting

• Article

ARF KC CRR: TV Media Scheduling - Always-on vs. Pulsed Flighting Strategies

Factors impacting media planning and media scheduling decisions are numerous, including the creative, media selection, frequency of purchase, consumers being targeted, product category, context alignment, geographic distribution of product and seasonality. Brands should also be aware of the competitor’s media plans, share of voice and their frequency strategies relative to the brand’s own targets

• Ad Effectiveness & ROI
• Article

How Emissions-Driven Tax Policies Influence Auto Brands’ Advertising Strategies

• JOURNAL OF ADVERTISING RESEARCH

Auto companies in many countries tend to reduce ad spend toward promoting low-emission vehicles in the face of unfavorable tax policies, but this may not be the optimal advertising strategy and can have a profound effect on the rest of the media market, new research has found.

• Article

ARF KC CRR: Flighting