1. Concrete experience
In Week 8 Lecture, we have learned that when planning a media strategy, the advertiser has to think about how the media budget should be distributed throughout the campaign and how communication effectiveness can be achieved by applying different scheduling methods. According to Chitty et al 2014, there are three ways to schedule advertisements: Continuous (expenditure spent equally), Pulsing (expenditure varies), Flighting (expenditure varies and in some months is zero). This critical reflection will examine REI’s OptOutside campaign as an example of Flighting method.
2. Reflective Observation
In America and some parts of the world, Black Friday is a traditional event when most of the brands offer huge promotions to
In Week 8 Lecture, we have learned that when planning a media strategy, the advertiser has to think about how the media budget should be distributed throughout the campaign and how communication effectiveness can be achieved by applying different scheduling methods. According to Chitty et al 2014, there are three ways to schedule advertisements: Continuous (expenditure spent equally), Pulsing (expenditure varies), Flighting (expenditure varies and in some months is zero). This critical reflection will examine REI’s OptOutside campaign as an example of Flighting method.
2. Reflective Observation
In America and some parts of the world, Black Friday is a traditional event when most of the brands offer huge promotions to