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 Competitor’s levels Budget Previous reach levels

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

Reach and GRP Reach and GRP are directly related: GRPReach % % 80087% %

Reach and Frequency Reach and frequency are indirectly related: GRPReachFrequency % %3+

Reach, Frequency and GRP

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

How reach builds over time? When a campaign starts out, reach rises quickly, as many people haven’t 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.

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

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

The Ostrow Model of Effective Frequency Low Required FrequencyFrequency AdjustmentHigh Required Frequency Market Factors Established brand New brand High brand share Low brand share High brand loyalty Low brand loyalty Long purchase cycle Short purchase cycle Less frequent usage Frequency usage Low share of voice High share of voice Target other group Target old people or children Message Factors Low message complexity High message complexity High message uniqueness Low message uniqueness Continuing campaign New campaign Product-focused message Image-focused message Low message variety High message variety High wearout Low wearout Large advertising units Small advertising units Media Factors Low clutter High clutter Favorable editorial setting Neutral editorial setting High audience attentiveness Low audience attentiveness Continuous scheduling Pulse or flight scheduling Few media vehicles More media vehicles High repeat exposure media Low repeat exposure media

How do we decide effective reach and frequency?

Effective reach versus GRPs and cost Source: Advertising Media Planning, Exhibit 5.12, p.105

Creating the Media Plan

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

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

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

Time for discussion... What kind of consequences can local or small companies face when they don’t apply the steps of media planning?

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?

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...

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

Where? Geographic markets Declining markets New markets Heavy users’ markets…

Where? Defensive strategy: Advertising in the markets where the brand’s sales are high. Offensive strategy: Advertising in the markets where the brand’s sales are low.

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

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

Scheduling Scheduling: Controlling advertising timing Continuity Flighting Pulsing

Types of scheduling Flighting Continous Pulsing GRP