Incase you are unable to view the the presentation above, here is what each slide says:

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Slide one:

What is continuity?

definition: 1. the unbroken and consistent existence or operation of something over time. 2. the maintenance of continuous ction and self-consistent detail in the various scenes of a film or broadcast.

Continuity originates from the English: continue or continuous, something or things need to remain the same throughout advertising campaigns, that's usually things like typography, colours, slogans, imagery or layout.

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Slide two:

The 3 models of advertising 

Continuity: Basically, Continuity is where you advertise your product or service all year round, continuously giving the audience a little reminder that product/service still exists.

Fighting: The cheapest option out of the 3 is Fighting (also sometimes called Bursting), this is where you only advertise at the peak times for your product/service when the product demand is high. The adverts in this way run at very irregular intervals, for very shorter periods and sometimes no ads at all.

Pulsing: Pulsing is the combination of Continuity and Fighting, adverts are on all year round and at peak times but the peak times advertisements are much more noticeable and obvious. 

For my product I think fighting would be best.

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Slide three:

Why would fighting be best?

I think fighting would be best and most cost effective for my product as I can air the trailer on BBC1 a month or so before release date and then for the first couple of weeks of 'Westview High' being on once a week, the trailer would still air too with a 'catch up on iPlayer' at the end. This would be the total airing of the trailer, as this is it's most peak time.

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Slide four:

Schedule of release

I have chosen Fighting as the best advertising model for my trailer as advertisements would only be aired at peak times. If my product was real I would air the full trailer a month, maybe 40 days, before 'Westview High' would be released. I would also release the posters the same sort of time, predominately on bus stop billboards. The week before airing the first Westview High episode on TV, my TV listings magazine cover would be the cover of TV Choice, again raising awareness of the programme.

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Slide five:

The importance of continuity

Successful marketing campaigns' key is to be instantly recognisable of the brand before the audience has had time to read/work-out the company, this is often produced through repetitively using the same typography, layout, colours or imaging of a company's advertisements. This becomes effective advertising by helping the business' advertisement to be more memorable, presents who the marketing campaign is advertising and what products or services the business offers to the viewer more quickly. The message represented needs to be consistent with previous and future advertisements. When a customer is presented with your business card, brochure, catalog, billboard, newspaper ad, television ad, website or any other materials, it should be apparent that there is a recognisable link with the same brand or company.