Reach

1
Reach

• The percentage of different people exposed to a
  vehicle at least once.
• Factors that affect reach level
• New product introduction (brand awareness,
  launch)
• Advertising support for sales promotion
  activities
• Competitors levels
• Budget
• Previous reach levels

2
Frequency

• The average number of times an audience member is
  exposed to a commercial.
• Factors that affect frequency level
• Repetition
• Compete in a highly competitive market
• Uniqueness of the message
• Noise level
• Competitors levels
• Media prices

3
Reach and GRP

• Reach and GRP are directly related
• GRP Reach
• 85
• 700 86
• 800 87
• .....
• 1300 90

4
Reach and Frequency

• Reach and frequency are indirectly related
• GRP Reach Frequency
• 85 1
• 600 50 3

5
Reach, Frequency and GRP
6
How reach builds over time?

• GRP and reach are directly related with each
  other. As GRP
• increases, reach also increases, but there is a
  diminishing point. After that point reach remains
  constant. There is no need to increase the level
  of advertising after that point.

Source Advertising Media Planning, Exhibit 5.6,
p.96
7
How reach builds over time?

• When a campaign starts out, reach rises quickly,
  as many people
• havent seen the advertisement before.
• As the campaign becomes more mature, there are
  fewer and fewer new people exposed. Reach rises
  more slowly. Meanwhile, the number of people
  exposed more than once, frequency, increases.

8
Effective Reach and Effective Frequency

• Effective Reach The percent of the target
  audience exposed at the frequency level that is
  effective in the planners judgement.
• Effective Frequency The amount of frequency the
  planner judges to be necessary for advertisements
  to be effective in communicating.

9
How do we decide effective reach and frequency?

• Joseph W. Ostrow has defined factors that affect
  effective frequency as belows
• Marketing factors
• Copy factors
• Media factors

Source Sissors, Baron, Advertising Media
Planning, p.214
10
The Ostrow Model of Effective Frequency
Low Required Frequency Frequency Adjustment Frequency Adjustment Frequency Adjustment Frequency Adjustment High Required Frequency
Market Factors Market Factors Market Factors Market Factors Market Factors Market Factors
Established brand -.2 -.1 .1 .2 New brand
High brand share -.2 -.1 .1 .2 Low brand share
High brand loyalty -.2 -.1 .1 .2 Low brand loyalty
Long purchase cycle -.2 -.1 .1 .2 Short purchase cycle
Less frequent usage -.2 -.1 .1 .2 Frequency usage
Low share of voice -.2 -.1 .1 .2 High share of voice
Target other group -.2 -.1 .1 .2 Target old people or children
Message Factors Message Factors Message Factors Message Factors Message Factors Message Factors
Low message complexity -.2 -.1 .1 .2 High message complexity
High message uniqueness -.2 -.1 .1 .2 Low message uniqueness
Continuing campaign -.2 -.1 .1 .2 New campaign
Product-focused message -.2 -.1 .1 .2 Image-focused message
Low message variety -.2 -.1 .1 .2 High message variety
High wearout -.2 -.1 .1 .2 Low wearout
Large advertising units -.2 -.1 .1 .2 Small advertising units
Media Factors Media Factors Media Factors Media Factors Media Factors Media Factors
Low clutter -.2 -.1 .1 .2 High clutter
Favorable editorial setting -.2 -.1 .1 .2 Neutral editorial setting
High audience attentiveness -.2 -.1 .1 .2 Low audience attentiveness
Continuous scheduling -.2 -.1 .1 .2 Pulse or flight scheduling
Few media vehicles -.2 -.1 .1 .2 More media vehicles
High repeat exposure media -.2 -.1 .1 .2 Low repeat exposure media
11
How do we decide effective reach and frequency?
12
Effective reach versus GRPs and cost
Source Advertising Media Planning, Exhibit 5.12,
p.105
13
Creating the Media Plan
14
Media Planning and Buying Process

• Research
• (Target audience, competitors, media)
• Media Objectives
• Media Budget
• Media Strategy
• Planning and Buying
• Implementation
• Evaluation

15
A Media Plan Should Include...

• Media objectives
• Competitive analysis
• Target audience analysis
• Media habits of the target audience
• Rationale for media selection
• Media strategy
• Flowchart

16
A Media Plan May Also Contain...

• Seasonality
• Detailed broadcast times and costs
• Other media considered but not recommended
• Some alternative plans but not recommended
• Anything else that the account group thinks as
  the questions of the client

17
Time for discussion...
What kind of consequences can local or small
companies face when they dont apply the steps of
media planning?
18
Media Plan...

• Reaching
• the right target audience
• with the right medium
• at the right time
• with optimum number of repetition.

• Who are you reaching?
• Where are you reaching?
• When are you reaching?

19
Who?

• Target audience is the group of people whom the
  advertising is attempting to influence
• Life styles of target audience?
• Product usage and media behavior
• How do they spend their time and money?
• Focus Groups, surveys, interviews...

20
Who?

• The target audience is decided by
• Creative group,
• Marketing planners,
• Account group,
• Client,
• Media planners

21
Where?

• Geographic markets
• Declining markets
• New markets
• Heavy users markets

22
Where?

• Defensive strategy Advertising in the markets
  where the brands sales are high.
• Offensive strategy Advertising in the markets
  where the brands sales are low.

23
Where?

• Which medium to use?
• Television
• Radio
• Internet
• Print
• Out of Home
• Mobile
• Transit
• Ambient

24
When?

• Monthly sales patterns
• Budget constraints
• Competitive activities
• Specific goals for the brand
• Product availability
• Promotional requirements

25
Scheduling

• Scheduling Controlling advertising timing
• Continuity
• Flighting
• Pulsing

26
Types of scheduling
GRP
GRP
GRP
Flighting
Continous
Pulsing