Media effects of reach and frequency
One exposure of an ad to a target group within a
purchase cycle has little or no effect in most circumstances.
Since one exposure is usually ineffective, the
central goal of productive media planning should be to enhance frequency rather
than reach.
The evidence suggests strongly that an exposure
frequency of two within a purchase cycle is an effective level.
Beyond three exposures within a brand purchase
cycle or over a period of four or even eight weeks, increasing frequency
continues to build advertising effectiveness at a decreasing rate but with no
evidence of decline.
Although there are general principles with respect
to frequency of exposure and its relationship to advertising effectiveness,
differential effects by brand are equally important.
Nothing we have seen suggests that frequency
response principles or generalizations vary by medium.
The data strongly suggest that wear out is not a
function of too much frequency; it is more of a creative or copy problem.
Determining Effective Reach
Because of budget constraints, it is necessary to
decide whether to increase reach at the expense of frequency or increase the frequency
of exposure but to a smaller audience. A number of factors influence this decision.
A new product or brand introduction will attempt to
maximize reach, particularly non duplicated reach, to create awareness in as many
people as possible as quickly as possible.
At the same time, for a high-involvement product or
one whose benefits are not obvious, a certain level of frequency is needed to
achieve effective reach.
RELATED CONTENT
Customer satisfaction
2 gaps | customers & service providers
Business Policy | primary & secondary share market
Investment Basic Functions | IPO market
What are the customers?
product Target marketing | Market Segmentation
Media Planning and Strategy | Overview of Media Planning
Where to Promote media | Establishing Media Objectives
Where to Promote media | Establishing Media Objectives
Media Geographic Coverage | Media Scheduling
Media Fighting | Media Pulsing | Advantages| Disadvantages
Media Necessary | Level is needed | Frequency Objectives | Gross ratings
Media Effective reach | Average frequency
Media Factors important in determining frequency levels
Creative media Aspects and Mood of media
Determining Relative Costs of Media | Evaluation
No comments:
Post a Comment