message to call, visual and audio appeal, and so on. As expected, the more expensive
television advertisement has the highest exposure effectiveness rating along with the
greatest potential for reaching new customers.
At this point, the HJ consultants pointed out that the dat concerning exposure and
reach were only applicable to the first few ads in each medium. For television, HJ
stated that the exposure rating of 90 and the 4000 new customers reached per ad
were reliable for the first 10 television ads. After 10 ads, the benefit is expected to
decline. For planning purposes, HJ recommended reducing the exposure rating to 55
and the estimate of the potential new customers reached 1500 for any television ads
beyond 10. For radio ads, the preceding data are reliable up to a maximum of 15 ads.
Beyond 15 ads, the exposure rating declines to 20 and the number of new customers
reached declines to 1200 per ad. Similarly, for newspaper ads, the preceding data are
reliable up to a maximum of 20; the exposure rating declines to 5 and the potential