MKTG 477 1st Edition Lecture 27Outline of Last Lecture I. Media definitionII. Typical media decisionsIII. Media relationshipsIV. ReachOutline of Current Lecture I. Answerers to question #1 on handoutII. Frequency III. Gross impressionsIV. Gross Ratings Points (GRPs)V. Reach strategyVI. Frequency strategyCurrent LectureApril 6, 2015 – Media continued A. Reach (# of households) = 17 million householdsB. Reach (% of the target market) = 17/30 = 56.7% of the target market was reached at least one time, using this media planC. Frequency = 29/17 = 1.7 timesD. GRP = 56.7% x 1.7 times = 96.4 GRPsFrequency – 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 timesTo understand frequency, we must first understand gross impressions- Gross impressions – the total number of exposures in a media scheduleo Duplicated audienceo 29 millionGross ratings points (GRP) – a summary measure of the intensity of a media scheduleThese 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 300o Reach 100% of the target market 3 timeso Reach 50% of the target market 6 timeso Reach 25% of the target market 12 timeso Reach 10% of the target market 30 times- It may be compared to other media schedules generating greater or few GRPsReach 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 timesFrequency 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
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