6 matches were found
- Tuesday, December 07, 1999 #3033
Without the budget for post-flight call out surveys what formulas or 'rules' can I use to anticipate message saturation and burn. What reach or net reach level over what period of time would be probable to achieve a 80% awareness within the target. Also what is considered too much exposure for one message before you reach a point of diminishing returns. I know that the the better measurment here is research before and during the campaign, but there must be some bench marks that are industry accepted. Can you share these and share a public location for other general assumptions like this. Thank you in advance Guru...
- The Media Guru Answers(Wednesday, December 08, 1999 ):
Ad awareness will never be greater than reach, so start from a plan that delivers at least 80% reach
- To establish measurable awareness, some repetiton will be needed, so think about getting an 80% reach at a set effective frequency level. The Guru has previously discussed use of the Ostrow model to set this goal.
- A message is worn out when its ability to generate sales falls off. This being hard to predict, many advertisers have used past experience to set media-measurement based cut-offs. These have included a limit of 2000 GRPs and a frequency cap of 20 in the second highest quintile. In reality, the size of the copy pool, the qualities of the copy, the target, the overall media mix, and product category may all lead to wide variations in wear out. The two standards mentioned above were both commonly used in basic package goods TV advertising in a mix with print and a TV copy pool of 2-3 executions.
- Wednesday, November 24, 1999 #2998
hi media guru
please guide me : how can i know how much frequency, reach,
and grp is needed for an old brand which first advertise
on t.v? ( the target audience: main shoper with young
children - 4-8 years old) thank you
- The Media Guru Answers(Sunday, November 28, 1999 ):
This is a judgment call. The Ostrow model can help guide setting of effective frequency goals.
Reach then becomes what you can afford or what you need in terms of numbers of sales to become successful judged against anticipated consumer response as a percentage of target consumers reached effectively.
Further, one must keep in mind, since you are writing from outside the U.S., that cultural situations and media environments have a big impact on the matter.
- Tuesday, November 16, 1999 #2977
Details of Ostrow's effective frequency model
- The Media Guru Answers(Sunday, November 21, 1999 ):
The Ostrow model aims at establishing the minimum level of frequency to be deemed effective so that the plan can maximize reach at that level of frequency. The model can be traced back to his speech, "Effective Frequency" at an Advertising Research Foundation Key Issues Workshop, June 4, 1982.
Typically, the model involves evaluating a series of relevant factors on a scale of say, 2 to 6, and averaging the factors to determine the appropriate level of frequency to set as effective.
In the 1982 speech the factors discussed were of three kinds: marketing, message / creative and media.
- Established brand vs new entry
- Brand share
- Brand loyalty
- Purchase cycle
- Usage cycle
- Share of voice
- Target group learning capacity
Message / Creative
- New vs continuing campaign
- Image building vs specific sell
- Message variation (copy pool)
- Wear out
- Copy unit size/length
- Editorial / program environment
- Continuity vs flighting
- Number of different media
- Repeat exposure opportunities
For the full speech, the transcript proceedings of the workshop are available from the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.
- Thursday, October 07, 1999 #2855
How does one set effective frequency and effective reach targets? Are there any models which can help set these targets? And is this approach(effective freq.) media neutral or does it apply differently to different media?
- The Media Guru Answers(Thursday, October 07, 1999 ):
The Ostrow model is one such model.
The concept of effective reach/frequency is based on repetition of messages as the key to consumer action, and so should be media neutral. However, since the nature of various media makes one generate higher frequency than another at the same reach level, plans often take different approaches to "effefctive." For example, a plan based on major magazine which average a 20 coverage among the target, will rarely generate even a 3 verage frequency in four weeks, while a radio plan for the same target might equal the magazine plan's reach in its first week and double the average frequency.
Planners work with the rules and rationales which make the most sense in a given situation.
- Friday, September 03, 1999 #2766
What exactly is the Ostrow model ?
How useful is it to the clients ?
Is it the last word ?
- The Media Guru Answers(Friday, September 03, 1999 ):
The Ostrow model with which the Guru is familiar is a grid used to set the correct level of effective frequency at which plans will be evaluated.
20+ factors relating to competitive climate, product involvement, clutter, commercial length, commercial pool, etc are each rated on a scale, say from 2 to 6, which is then averaged to set the frequency level.
Is it the last word? Is it useful to clients? There is always another theory about anything. The usefulness is in creating a reational, well thought-through basis for establishing communiations goals, so that planners can present a logical approach to clients. The approach makes good sense, for those who follow the effective reach style of planning.
- Sunday, January 10, 1999 #2257
I am a media planner in India. Need some information on latest effective frequency models. The Ostrow model as described in the Scissors and Bumba is the only one I have seen. Are there any other models developed? Also it would nice if you could pass on some info on recency planning theory.
- The Media Guru Answers(Monday, January 11, 1999 ):
The Advertising Research Foundation library would be the best source for alternative models.
The Guru has often discussed recency.
Click here to see past guru responses on recency planning