2. Basic Components (see Media Workbook #26) 1. Reach, Frequency (and GRPs & GIs) & effective reach/frequency, if desired 2. Continuity (advertising timing pattern) 3. Specification of Targets (primary, secondary) 4. Special Geographic Emphasis (national vs. spot or national with regional/spot-heavy up) Also basic are: n Restrictions/Implications from Budget, Creative Strategy, Sales promotion Topic: Media Objectives

3. a.Specify reach and frequency, (and GRP) goals desired for each month or each flight or each quarter or overall campaign period on average Topic: Media Objectives 1. Reach, Frequency, ER, EF (and GRPs, GIs) e.g., January: R = 80%, F = 5 Quarter 1: R = 80% F = 7 Overall campaign R = 70%+, F = 6

4. b.Example of Reach and Frequency Goals Topic: Media Objectives 1. Reach, Frequency (and GRPs) 1.Achieve a minimum reach level of 80 with adults women aged 35-54 during the two introductory months 2.Maintain at least 50% reach in each advertising period and maximize when sales promotion runs (in February and October) 3.Maximize reach and frequency during sales peaks (September – November)

5. C.Definitions n % of different targets or households exposed to a vehicle or schedule at least once over a specified (typically 4-week in broadcast) period n average # of times the reached households or target are exposed to a schedule over a specified (typically 4-week in broadcast) period = Reach = Average Frequency Topic: Media Objectives Basic Components Reach and Frequency

6. GRPs and GIs Both indicate gross delivery of (ad or vehicle) exposures n Gross Rating Points (GRPs) are expressed as a percent (of total population or) target population e.g., 240 million GIs Topic: Media Objectives Basic Components  Gross Impressions (Gis) are expressed as an absolute number e.g., 2400 GRPs

7. d.How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs)  Reach Decided according to the awareness level (goal) set -- e.g., 2400 GRPs/80% reach  70% awareness? Set equal to or higher than the main competition

8. d.How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs)  Reach Emphasized When anything new is introduced - new distribution, new product features, new ad copy, new sale promo, new packaging, new marketing/advertising objectives

9. d.How to Set Reach and Frequency Goals -- The desired levels will depend on various situational factors Topic: Media Objectives Basic Components 1. Reach, Frequency (and GRPs)  Frequency Emphasized When the competition is intense The question is: how much frequency is necessary

10. d.How to Set Reach and Frequency Goals Topic 3-1A: Media Objectives B. Basic Components 1. Reach, Frequency (and GRPs) Other Marketing Factors to Consider: Product Life Cycle, Breadth of Target, Purchasing Cycle, Budget

11. u For products in the introductory stage of product life cycle, __________ tends to be more important. F e.g. Toyota Matrix,  Product Life Cycle (PLC) Topic: Media Objectives Basic Components d. How to set reach & Frequency Goals Reach Frequency u For established products in later life cycle stages such as maturity stage __________ tends to be more important. F e.g. Tide, Pillsbury Cookie Dough, Coca Cola

12. u If target is broadly defined demographically or geographically, _________ would be more important.  Breadth of Target Market Reach Frequency u If target is narrowly defined, __________ would be more important. Topic: Media Objectives d. How to set reach & Frequency Goals

13.  Purchasing Cycle (PC) u For products with short PC (e.g., ), _________ may be more important; For products with long PC (e.g., ), _________ may be more important. Reach Frequency Topic: Media Objectives d. How to set reach & Frequency Goals

14.  R/F objectives must also give adequate consideration to: budget, promotional needs, stage of the campaign Topic: Media Objectives D. How to set reach & Frequency Goals

15. n The number or a range of exposures required to produce a desired impact (e.g., sales, brand awareness, brand liking,..) -- 3+, 4+, 3-10, n Number or % or targets exposed the required number of times = Effective Frequency = Effective Reach Topic: Media Objectives Basic Components E. Setting Effective Reach and Frequency

16. F.How to Set Effective Reach/Frequency Goals Topic 3-1A: Media Objectives 1. Reach, Frequency (and GRPs) Joseph Ostrow’s Model (pp. 249-252): Marketing Factors, Copy Factors, Media Factors May discard some of Ostrow’s categories and add your own categories (see GS #21)

17. 2. Continuity a.Three Basic Continuity Strategies: Continuous: Flighting: Pulsing: advertising effort remains relatively constant throughout advertising effort varies over the campaign period, with some periods of time receiving no advertising ("HIATUS") advertising effort is notably varied with some advertising during every period Topic: Media Objectives

18. b. How to determine continuity strategy n Factors to consider u Seasonality of Sales u Purchase Cycle u Product Life Cycle u Budget u Others – Competition, Ad Goals, Topic: Media Objectives 1. Continuity

19. n When Is Each Continuity Strategy Useful? Continuous: Flighting: Pulsing: Topic: Media Objectives 2. Continuity Short PC, Mature PLC, Reminder Campaign Goals, Lack of Brand Loyalty, Media Discounts, Better Vehicle Choices & Ad Positions, Intense Competition, Seasonal Products or with Limited Budget, Long PC, Ability to Build Frequency/Familiarity for a Short Time, Introductory PLC Best, safest approach for products sold year round, those with distinctive seasonality of sales, Intense Competition,

20. n Other Consideration in Ad Scheduling u When sales are greatest or lowest u When competitors advertise Topic: Media Objectives 1. Continuity

21. 3. Putting the R/F components Together  Budget Recap Table Topic: Media Objectives

22. D. Budget Re-Cap (Example) Topic : Media Objectives

23. Example: Media GoalsTime Period Reach Frequency GRPs 1. Jan / Feb 2. Mar / Apr 3. May 4. Jun / Jul / Aug 5. Sep / Oct / Nov 6. Dec 80% (Hi) 60% (Med) -- 50% (Med) 80% (Hi) -- 5 (Med) 7 (Med) -- 3 (Lo) 9 (Hi) -- 800 840 0 450 2160 0 Campaign Ave.= Total GRPs= 80 X 5 X 2 mo. 60 X 7 X 2 mo. -- 50 X 3 X 3 mo. 80 X 9 X 3 mo. -- Cal.(R X F X Months.) Topic: Media Objectives B. Basic Components

24. Critical Thinking Questions Topic: Media Objectives B. Basic Components 3. Putting the Basic Components Together  How do you calculate campaign average?  What could be some of the reasons for the low reach/frequency goals in Period 4? How about “hiatus’ in May and December?