Determining reach & frequency goals

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Overview of effective frequency levels for media and a review of the Ostrow method for estimating frequency.

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Determining reach & frequency goals

  1. 1. DETERMINING REACH& FREQUENCY GOALS
  2. 2. Determining Reach & Frequency Goals• How much reach is enough?• Reach follows a curve that flattens as GRPs increase.• Highest Reach – 99%• Moderate Reach – 70% to 75%• Lowest Reach – 50% to 60% • 50% is minimum for brand survival • Use flighting schedule to achieve a higher reach over a shorter period of time – avoid dilution of the media plan
  3. 3. Determining Reach & Frequency Goals• How much frequency is enough?• Once reach begins to plateau, frequency continues to increase.• Highest Average Frequency – 12 • Depending on creative, can run the risk of “wearout”• Lowest Average Frequency – 2 to 3 • Minimum frequency• Ostrow Model – used to estimate effective frequency • Marketing Factors • Copy Factors • Media Factors
  4. 4. Ostrow Model• Begin with 3.0 frequency• Use questions in the model to determine a score to add or subtract from the benchmark• Factors that increase frequency • New brand, low market share, complex copy, pulsed/flighted campaign, higher ad clutter in media mix• Factors that decrease frequency • Established brand, high brand loyalty, simple copy, continuous media schedule
  5. 5. Market factors Low Required Frequency Frequency High Required Frequency Adjustment Established brand -.2 -.1 +.1 +.2 New brand High brand share -.2 -.1 +.1 +.2 Low brand share High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle Less frequent usage -.2 -.1 +.1 +.2 Frequency usage Low share of voice -.2 -.1 +.1 +.2 High share of voice Target other group -.2 -.1 +.1 +.2 Target old people or children
  6. 6. Message Factors Low Required Frequency Frequency High Required Frequency Adjustment Low message complexity -.2 -.1 +.1 +.2 High message complexity High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness Continuing campaign -.2 -.1 +.1 +.2 New campaign Product-focused message -.2 -.1 +.1 +.2 Image-focused message Low message variety -.2 -.1 +.1 +.2 High message variety High wearout -.2 -.1 +.1 +.2 Low wearout Large advertising units -.2 -.1 +.1 +.2 Small advertising units
  7. 7. Media Factors Low Required Frequency Frequency High Required Frequency Adjustment Low clutter -.2 -.1 +.1 +.2 High clutter Favorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling Few media vehicles -.2 -.1 +.1 +.2 More media vehicles High repeat exposure media -.2 -.1 +.1 +.2 Low repeat exposure media
  8. 8. Optimize Reach or Frequency? Optimize Reach Optimize Frequency• Few competitors • Many competitors• Strong established brand • Less established brand• Brand leader in category • Low brand awareness• Infrequent purchase • Low involvement purchase• Continuous advertising decision schedule • Lower priced goods /• Powerful creative services• Ad message easily • Strong competition in understood category• Major sales promotion • Complex ad message launch • Flighted schedule• Seasonal peak for sales • Frequent purchase

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