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Media Guru Archives
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It seens that the effective reach concept is falling on disrrepute. What do you think. Is it a valuable concept for a package goods advertiser?
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Despite some media pundits, effective reach/frequency is not dead yet. A good media plan should directly address the communication strategy of each particular product campaign. Frequency will depend upon such parameters as purchase cycle, complexity of the message, competitive advertising, the ability to deliver the message in a timely fashion at the height of consumer interest, as well as other tried and successful principles. The current heightened interest in frequency takes into account the length of the advertising commitment, a concept that was always vague in the original effective reach/frequency theory. Because this topic is of great importance, we have created a news group under Industry Forums so that all AMIC members may participate.
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1/23/1995
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How do I calculate GRPs?
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Reach x Frequency = GRPs
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1/18/1995
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I am currently involved in evaluating or trying to evaluatea group of Medical trade publications. The client is acontact lens manufacturer. I have requested from the publications, the following information: Rate card, editorial calendar, and qualitativeinformation and current BPA statements. Also, I have requested competitivespending for 1996. I need to know how to evaluate a BPA statement andhow do I compare one publication to another? What should I look for whenlooking at the book? (For example, editorial content, special productlistings and etc.)
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The issue is essentially targeting. The BPA statement is about "how many and what kind".Within medical journals there will be many readers of no value to a contact lens marketer. You can make some judgements based simply on editorial focus; whether it regularly or occasionally relates to ophthalmalogy or optometry, etc. Other, more general titles, need to be considered based on how many members of relevant specialties are subscribers or on what per cent of readers are in relevant specialties.
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Chil2
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8/4/1996 4:44:35 PM
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