1. SETTING MEDIA OBJECTIVES
AND KEY MEDIA CONCEPTS
Presented byManeesh kumar pandey
2. Basic Components
Impression(degree of exposure and GRPs)
Reach(no. of different people exposed to the message)
Frequency(repetition needed to make an impression)
An impression is one person’s opportunity to be
exposed to an ad.
An impression is important because it is different
from circulation (actual readership v/s circulation
i.e copies sold)
HUT(household using television) is the television
Due to large figures television industry uses ratings
The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least once
during the average week for a reported time period.
Success lies in reaching as many of target
audience as possible.
Shows the total no. of audience of a medium
exposed to the ad.
Average number of times a household or a person
viewed a given television program, station or
commercial during a specific time period.
6. Example of Reach and Frequency Goals
1. Achieve a minimum reach level of 80 with adults
women aged 35-54 during the two introductory
2. Maintain at least 50% reach in each advertising period
and maximize when sales promotion runs (in February
3. Maximize reach and frequency during sales peaks
(September – November)
7. How to Set Reach and Frequency
Goals -- The desired levels will depend on various
Decided according to the awareness level
Set equal to or higher than the main
Emphasized When anything new is
- new distribution, new product features, new
ad copy, new sale promo, new packaging,
new marketing/advertising objectives
Emphasized When the competition is
The question is: how much frequency
10. How to Set Reach and Frequency
Other Marketing Factors to Consider:
Product Life Cycle, Breadth of Target,
Purchasing Cycle, Budget
Product Life Cycle (PLC)
For products in the introductory stage of
product life cycle, __________ tends to be
For established products in later life cycle
stages such as maturity stage Frequency
tends to be more important.
12. Breadth of Target Market
If target is broadly defined
demographically or geographically,
_________ would be more important.
If target is narrowly defined, Frequency
would be more important.
Purchasing Cycle (PC)
For products with short PC (e.g.,
Frequency may be more important; For products
with long PC (e.g.,
may be more important.
14. R/F objectives must also give adequate
budget, promotional needs, stage of the
15. OTHER KEY MEDIA CONCEPTS
MEDIA PLANNING-identifying and selecting
media options based on research into media
MEDIA BUDGETING-is the task of identifying
specific vehicles ex-Tv programmes,negotiating
the cost to advertise and handling the details of
billing and payment.