|
Scheduling is one of the most critical factors
while handling a Press plan and every Planner worth his salt
will nod his head feverishly on this comment! Why, you ask?
Well, simply put there are learnings and case-studies to suggest
that - Press works better on certain days than certain other
days or that some positions work more efficiently than some
others. And this is differs by Product Categories, Target
Groups, Markets and Publications.
Let's look at some of the Top Press Categories
and see what kind of Day preferences they have that give those
the best results. In this analysis, we have looked at Automotives
(Cars and Two-Wheelers), Durables (Range, Televisions), Financial
(Retail Banking versus Insurance).
The chart below shows clearly the preference
that Automotive sector has for Mondays. On the other side
it clearly portrays Weekends as low-key for Two-wheelers.
The reason could be that footfalls are perhaps not too large
for Weekends.
However, if we see the same trends for two
Financial categories, it tells us again the Weekends being
lower to generate leads and calls.
Interestingly, the trends that we find for
Durables are quite opposite of Financials and Automotives.
The advertising pressure increases as the week advances. The
hypothesis here is that Durable showrooms are open during
the Weekend during which a lot of consumer footfalls get generated.
We also looked at some other top press categories
such as Computer Education and Paints. Computer Education
advertising clearly occurs on Mondays and tapers off over
the week. Quite the contrary for Paints and Real Estate/ Properties,
which incidentally is amongst the Top5 on Press!
Implications:
There emerge several implications on this knowledge depending
on which camp you represent. As a Publication House, you might
want to start a special supplement coinciding with the days
that advertising levels go up for that particular category.
However, as a Planner, the knowledge on Category traits gives
a better understanding of how consumers or some sectors/ categories
behave!
The TAM ADEX Team
(Source: All figures from TAM Press ADEX)
Other
Related analysis
|
