Course Hero 38

Course Hero 38 - frequency and impact Reach(R The number of...

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3. List and discuss three elements that explain how many exposures, E, will produce a level of audience awareness, A. Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. What do we mean by the desired number of exposures? The advertiser seeks a specified advertising objective and response from the target audience - for example, a target level of product trial. This level depends on, among other things, level of brand awareness. Suppose the rate of product trial increases at a diminishing rate with the level of audience awareness If the advertiser seeks a product trial rate of (say) T*, it will be necessary to achieve a brand awareness level of A*. The next task is to find out how many exposures, E*, will produce a level of audience awareness of A*. The effect of exposures on audience awareness depends on the exposures’ reach,
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Unformatted text preview: frequency, and impact: Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period. Frequency (F) : The number of times within the specified time period that an average person or household is exposed to the message. Impact (I) : The qualitative value of an exposure through a given medium (thus a food ad in Good Housekeeping would have a higher impact than in the Police Gazette). Audience awareness will be greater, the higher the exposures’ reach, frequency, and impact. The relationship between reach, frequency, and impact is captured in the following concepts: Total number of exposures (E). This is the reach times the average frequency; that is, E = R x F, also called the gross rating points (GRP)....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.

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