This diagram above highlights key principles related to the timing of activity within a media plan.
Brand development communications are concentrated just before and during peak category sales periods. Brands should avoid long spells (e.g., 3+ months) without brand development because it takes more to re-establish memories if they have been allowed to fade for long.
Activation communications (e.g., paid search) should be continuous so that potential customers are reminded of the brand and its benefits just before they buy, whenever that may be. Spending on activation communications is increased during peak periods, especially if there are sales promotions to publicise.
If there isn’t a reason for concentrating spending at certain times, such as sales seasonality or a product launch, media should be spread out over time to increase efficiency.
For further insights about media planning, check out this short article or listen to this audio clip.