DECIDING ON MEDIA TIMING
In choosing media, the advertiser faces a macroscheduling problem and a micro-
scheduling problem.
The macroscheduling problem involves scheduling the advertising in relation to
seasons and the business cycle. Suppose 70 percent of a product’s sales occur between
June and September. The firm can vary its advertising expenditures to follow the sea-
sonal pattern, to oppose the seasonal pattern, or to be constant throughout the year.
Most firms pursue a seasonal policy. Yet consider this example:
Some years ago, a soft-drink manufacturer put more money into off-sea-
son advertising. This resulted in increased nonseasonal consumption of its^591Advertising on the Web: Companies Grab
the Brass Ring