Media selection and scheduling

Media selection and scheduling

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 8: Media

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of media selection and scheduling.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Factors affecting media choice
• Meaning and types of media scheduling

Detailed Microsyllabus

1. Media selection

   1. Assess audience fit, coverage, reach and frequency.
   2. Consider message needs, cost and media availability.
   3. Compare alternatives using stated measures.

2. Scheduling

   1. Explain continuous, flighting and pulsing schedules.
   2. Relate timing to seasonality, purchase cycles and campaign objectives.
   3. Distinguish schedule intensity from audience response.

3. Plan development

   1. Allocate placements within an illustrative budget.
   2. State assumptions and implementation timing.
   3. Review performance evidence and adjust the schedule.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.