The following factors affect scheduling.

Sales Pattern The sales pattern is to be studied carefully to identify the element of seasonality or absence of it. Vicks Pain Balm sells throughout the year, but there is surge during winter and monsoons. Some products are solely seasonal, e.g. Alphonso mangoes, rainwear, umbrellas, woollens.

Purchase Cycle Some products are consumed throughout the month. Some find  consumption either at the beginning or end of the month. Smaller units may sell throughout the month, but family packs are bought at the beginning of the month.

Budget Constraints We would like to outspend our competitors, but financial constraints prevent us from doing so. We should devise suitable scheduling keeping in mind the funds available.

Product Availability Some products are heavily advertised. Costumers go to the retail counters and demand them. But on account of distribution problems, they are not available. The distribution problems must be sorted out first before further advertising activity is undertaken.

Marketing Task Scheduling is largely influenced by the marketing task. While launching a product, heavy promotion is needed to penetrate the market.

Competitive Activity We should match more or less our competitor in terms of promotion. This is competitive parity. We should consider our marketing muscle while deciding to mimic the competitor.

Target Audience The demography of target audience influences our scheduling, e.g. whether our product is for males or females. If it is for female housewives, we will concentrate on afternoon TV shows.

Receptivity Targeting Are the consumers in a proper frame of mind while receiving our message? Liquor ads are well-received in the evening. Biscuits are to be promoted for tea breaks. Pastes are advertised in the morning.