MKTG 477 1st Edition Lecture 27 Outline of Last Lecture I Media definition II Typical media decisions III Media relationships IV Reach Outline of Current Lecture I Answerers to question 1 on handout II Frequency III Gross impressions IV Gross Ratings Points GRPs V Reach strategy VI Frequency strategy Current Lecture April 6 2015 Media continued A Reach of households 17 million households B Reach of the target market 17 30 56 7 of the target market was reached at least one time using this media plan C Frequency 29 17 1 7 times D GRP 56 7 x 1 7 times 96 4 GRPs Frequency Of the homes individuals reached frequency is the average number of times they have been exposed to the ad frequency can never be less than one Of those households that were exposed to the ad they were exposed an average of 1 7 times To understand frequency we must first understand gross impressions Gross impressions the total number of exposures in a media schedule o Duplicated audience o 29 million Gross ratings points GRP a summary measure of the intensity of a media schedule These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute GRP Reach x Frequency The GRP figure is a relative number that is influenced by both reach and frequency bigger doesn t always mean better o Consider a GRP of 300 o Reach 100 of the target market 3 times o Reach 50 of the target market 6 times o Reach 25 of the target market 12 times o Reach 10 of the target market 30 times It may be compared to other media schedules generating greater or few GRPs Reach strategy a media strategy that attempts to reach as many individuals or households from the target market as possible Place ads in multiple vehicles multiple times Frequency strategy a media strategy that attempts to reach individuals or households from the target market as many times as possible Place the ad in a couple media running it all the time
View Full Document
Unlocking...