Distribution objectives -
October 11th, 2010
Audience objectives answer the whom of advertising, distribution objectives answer the when and how often advertising should appear. This also addresses the question about distribution of advertising in various geographic areas as also whether it should be continuous or a lower, greater or no advertising at certain times in a calendar year.
For example, if the advertising is aimed at school children, drawing their attention on fun products around examination time is of no use. Similarly, if the product is targeted at the Indian rural folks, the harvest season, which comes twice a year, will not be the right time as their attention would be towards their crop. How much of the target market should the advertising be expected to reach and how often, the media planner ought to be familiar with various media terms and concepts.
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