Scatter Plan
Definition
A Scatter Plan is a broadcast media strategy that schedules advertising announcements to run during a diverse array of radio and/or television programs. This approach allows advertisers to spread their messages across multiple shows and time slots, reaching a broader audience and gaining more exposure for their advertising dollars compared to exclusively sponsoring a single program.
Examples
-
National Fast-Food Chain: A major fast-food chain might use a scatter plan to broadcast its commercials during various prime-time TV shows across different networks. This ensures their advertisements reach a wide audience despite viewers’ varied program preferences.
-
Automobile Manufacturer: A car company could employ a scatter plan to air its ads during a mix of morning news, daytime talk shows, evening dramas, and late-night comedy programs on both radio and TV. This strategy maximizes audience reach and frequency.
-
Consumer Electronics Brand: A tech company might choose a scatter plan to run ads during both weekend sports events and weekday financial news segments to target diverse demographics.
Frequently Asked Questions (FAQs)
Q: What is the primary benefit of using a scatter plan in advertising?
A: The primary benefit is a wider audience reach, as advertisements are placed across various programs, increasing the likelihood of reaching different viewer segments.
Q: How does a scatter plan differ from sponsoring a single program?
A: Sponsoring a single program restricts ad exposure to the viewers of that specific show. In contrast, a scatter plan diversifies ad placement, enhancing reach across multiple shows and channeling audiences.
Q: Are scatter plans more cost-effective than sponsoring a single show?
A: Scatter plans can be more cost-effective as they distribute the advertising investment across various time slots and programs, potentially reaching a larger and more varied audience for the same spend or less.
Q: What types of businesses typically use scatter plans?
A: Businesses aiming to reach a wide and diverse audience, such as nationwide retailers, automobile manufacturers, fast-food chains, and consumer goods companies, often utilize scatter plans.
Q: Can scatter plans be tailored for specific target demographics?
A: Yes, scatter plans can be customized to focus on programs that attract the desired target demographics, ensuring more efficient audience targeting.
Related Terms
- Sponsorship: The act of supporting an event, activity, person, or organization financially or through the provision of products or services in exchange for advertising opportunities.
- Media Buying: The process of purchasing advertising space across various media platforms such as television, radio, print, and online to promote products or services.
- Prime Time: The block of broadcast programming taking place during the middle of the evening when the largest number of people are watching, typically considered the most desirable ad slots.
- Reach: The total number of different people or households exposed, at least once, to a medium during a given period.
- Frequency: The number of times an audience is exposed to a particular advertisement during a specified time frame.
Online References
Suggested Books for Further Study
- “Media Planning & Buying in the 21st Century” by Ronald D. Geskey
- “Strategic Media Decisions: Understanding the Business End of the Advertising Business” by Marian Azzaro and Louisa Ha
- “Media Planning and Buying: Principles and Practice in the 21st Century” by Mario L. Go, Karen Whitehill, and Michael M. Gilice
