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To: Agency Rep From: Carl Brinner, Brand Manager Quaker Oats Cereal Re: Reach v. Frequency Date: November 4, 2011 I have a series of decisions to

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To: Agency Rep From: Carl Brinner, Brand Manager Quaker Oats Cereal Re: Reach v. Frequency Date: November 4, 2011 I have a series of decisions to make regarding our promotional plans for Quaker Oats Cereal. First, my budget has been cut back and I am feeling the serious pinch to make a decision regarding the trade-off between reach and frequency in our media schedule. Can you help me answer the following questions? 1. Can you explain to me clearly what is meant by the trade-off between reach and frequency? 2. Under which circumstances would a planner wish to emphasize frequency over reach? 3. My boss thinks I should be considering some print and nontraditional media as well instead of just “putting all of eggs in one basket” (TV). What does print options are there? 4. Finally, in your opinion, does nontraditional media make sense for my product?
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