Marketing Communications Objectives -- Terms

1
Marketing Communications Objectives -- Terms

• Reach
• Frequency
• Gross Rating Points
• Cost
• Continuity
• Impressions
• Target Cost per Thousand TCPM

2
Definitions

• Reach -- The number of receivers (e.g.
  households, people, businesses) exposed to a
  communication at least once
• Frequency The average number of times a
  receiver is exposed to a particular communication
  within a given period (e.g. a month)

3
Definitions, continued

• Gross rating points rating ( of market
  exposed) times frequency
• Suppose a TV program gets 10 of a market. Run
  an ad 40 times on that program during a month,
  then.
• GRPs 10 X 40 400

4
Definitions, third slide

• Cost
• CPM cost per thousand
• (cost of media buy) / (target audience / 1000)
• Problems with this measure?

5
Definitions, 4

• Continuity exposure pattern or schedule used in
  a campaign
• Continuous schedule
• Pulsating schedule
• Discontinuous campaign schedule

6
Defs 5

• Impression an exposure to an ad
• Gross impressions total number of people
  reached with a communication (regardless of
  whether they actually saw the ad or heard it) X
  number of exposures
• TCPM target cost per thousand
• Total cost / (effective target reached / 1000)

7
Intrusion value vs. Recency Theory

• Intrusion get frequency of three repetitions
• Now its more like 10 repetitions
• Recency If people are in your market and
  involved, theyll pay attention and be affected,
  no matter what the frequency

8
Approach

• Whose the target and how are we intercepting
  their decision process / HOE?
• What do they pay attention to at those intercept
  points?
• What are our objectives how many do we need to
  react positively?
• Of those reached, what proportion will react
  positively? Calculate desired reach.

9
Approach continued

• Choose enough of the right kind of media to reach
  objective(s)
• What frequency is needed? Intrusion vs. Recency?
• What pattern and number of repetitions will
  obtain our desired frequency of exposure?
• Optimize for costs