REACH<br />How many people in my target market  do I need to reach? <br />
Media Questions<br /><ul><li>How many people in the target market do I need to reach?
How often? </li></ul>How many times should a person be exposed to the ad? <br />In what time interval must these exposures...
Reach<br />Number (or percent) of different people or households exposed at least once to an issue or program or media sch...
Reach Time Periods<br />Broadcast/Newspapers - 4 week period<br />Magazines - life of an issue<br />Outdoor - one month<br />
FREQUENCY<br />  How often should I<br />  reach these people?<br />
Media Questions<br /><ul><li>How many people do I need to reach?
How often? </li></ul>How many times should a person be exposed to the ad? <br />In what time interval must these exposures...
The Reach/Frequency Trade-Off<br />
High Reach<br />Low frequency<br />High Reach<br />(Vogue & Sports<br />Illustrated)<br />Low Duplication<br />High Freque...
6,000<br />5,000<br />4,000<br />3,000<br />2,000<br />1,000<br />•<br />Reach<br />1    2    3   4   5   6   7   8   9  1...
   Given a GRP level, there is an inverse relationship between reach and frequency.<br />25 Reach x 10Freq.  = 250 GRP<br ...
“R x F = GRP” is the fundamental building block of an effective advertising campaign<br />Budget = $1,000,000<br />
Upcoming SlideShare
Loading in...5
×

Fundamental10

269

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
269
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Fundamental10

  1. 1. REACH<br />How many people in my target market do I need to reach? <br />
  2. 2. Media Questions<br /><ul><li>How many people in the target market do I need to reach?
  3. 3. How often? </li></ul>How many times should a person be exposed to the ad? <br />In what time interval must these exposures occur?<br /><ul><li>Where?</li></ul>In which medium (or media) should the ads be placed? <br />What is the relative importance of each medium? <br />In which local/national (markets/regions) should the ads appear? <br />What is the relative importance of each market/region?<br /><ul><li>When? </li></ul>When should the people be exposed to the ad (time of day, time of week, time of month, time of year)?<br />
  4. 4. Reach<br />Number (or percent) of different people or households exposed at least once to an issue or program or media schedule within a given time period.<br />Refers to unduplicated or “new” audience.<br />
  5. 5. Reach Time Periods<br />Broadcast/Newspapers - 4 week period<br />Magazines - life of an issue<br />Outdoor - one month<br />
  6. 6. FREQUENCY<br /> How often should I<br /> reach these people?<br />
  7. 7. Media Questions<br /><ul><li>How many people do I need to reach?
  8. 8. How often? </li></ul>How many times should a person be exposed to the ad? <br />In what time interval must these exposures occur?<br /><ul><li>Where?</li></ul>In which medium (or media) should the ads be placed? <br />What is the relative importance of each medium? <br />In which local/national (markets/regions) should the ads appear? <br />What is the relative importance of each market/region?<br /><ul><li>When? </li></ul>When should the people be exposed to the ad (time of day, time of week, time of month, time of year)?<br />
  9. 9. The Reach/Frequency Trade-Off<br />
  10. 10. High Reach<br />Low frequency<br />High Reach<br />(Vogue & Sports<br />Illustrated)<br />Low Duplication<br />High Frequency<br />Low Reach<br />(Vogue & Cosmo)<br />High Duplication<br />Low Reach <br />
  11. 11. 6,000<br />5,000<br />4,000<br />3,000<br />2,000<br />1,000<br />•<br />Reach<br />1 2 3 4 5 6 7 8 9 10<br />Frequency<br />Reach vs. Frequency<br />Reach many people a few times<br />Reach few people <br />Many times<br />You can reach many people a few times or <br />A few people many times.<br />
  12. 12. Given a GRP level, there is an inverse relationship between reach and frequency.<br />25 Reach x 10Freq. = 250 GRP<br />50 Reach x5 Freq. = 250 GRP<br />83 Reach x 3Freq. = 250 GRP<br />
  13. 13. “R x F = GRP” is the fundamental building block of an effective advertising campaign<br />Budget = $1,000,000<br />
  14. 14. Reach x Frequency = GRP<br />If you know two values, solve for the third…..<br />F = GRP/Reach<br />Reach = GRP/F<br />
  15. 15. “Establishing reach and frequency goals for an advertising campaign is a mix of art and science but with definite bias towards art.”<br /> -Joseph Ostrow<br /> Executive VP <br /> Young and Rubicam<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×