Arens Advertising Book

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In Chapter 14 of Arens’ Advertising book, a plethora of aspects are discussed; out of all the themes and philosophies, three key ideas stood out amongst the others: mixed-media approach, methods for scheduling, and exposure value. Understanding and using a mixed media approach is vital because of one thing – a company can reach more people. According to Arens, incorporating a mixed media approach can “reach people who are unavailable through only one medium, provide repeat exposure in a less expensive secondary medium, adds intrinsic value, deliver coupons in print media, and produce synergy, where the total effect is greater than the sum of its part” (Arens 362). Partaking in using different avenues for people to see an advertisement is a strategic move because it can produce an unprecedented consumer awareness and a dealer support” ( 362). …show more content…
This involves, once a specific media vehicle is chosen, deciding on what times and space, how often it will run, and how much a company should purchase. There are four ways in which an ad can air. The first type is on a continuous schedule. In these kind an advertisement airs regularity with little deviation (363). The next is flighting; this is characterized as “an intermittent media scheduling pattern in which periods of advertising are alternated with periods of no advertisements” (383). This is a good for item that are seasonal like Christmas trees and Halloween candy. The next type is pulsing; this is simply a mixture of a continuous and a flighting schedule. Bursting is the next, and this is a “media schedule that promotes high ticket items that require careful consideration” (383). The last two are roadblocking and blinking. Roadblocking is when a company buys up the same time slots on all television networks, while blinking is when aN advertisers buy up time slots on networks and cable for one day; this makes the advertisement virtually difficult to
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