11 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.
- 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, August 19, 1999 #2726
I buy a base level of 500 Ad 18-49 TRP's per week; a typical flight will run 4 weeks --- for a total of 2000 TRP's. From this base buy, we usually split the base buy in 1/2 trafficking in two different spots (1000 / 1000 TRP's). At what level do you think that wear out will occur? Thanks for your help.
- The Media Guru Answers(Thursday, August 19, 1999 ):
What is your definition of wearout? A frequency level? A decline in ad awareness? A sales decline? There are may ways to set wearout.
One of the oldest, and easier to use because it is defined entirely by media measurement, is a certain frequency level in the next-to-highest quintile, perhaps a frequency of 20.
Depending on daypart mix, this might mean wearout at about 2000 GRPs for a spot.
- Wednesday, May 12, 1999 #2506
We have a client who always hears our radio spots (I believe that is a good thing) but thinks they are worn out due to the high exposure. We do not agree as we
are running 200 GRPs/wk. for 40 weeks with five spots with a 20% rotation for each spot. We believe that wear out is difficult as frequency is one of the goals of radio and due to listening habits. Is there an industry standard to determine when a radio commercial is worn out? For example, I know packaged goods advertisers who use TV look at the reach at the heaviest viewing quintile. If reach exceeds 25% they considering replacing or resting the spot. Thank you.
- The Media Guru Answers(Sunday, May 16, 1999 ):
2. Variable depending on the quality and memorability of the copy.
Rules of thumb the Guru has seen include
- "It's worn out when the client starts asking". . . or
- 2000 GRP -- you're getting close on that one . . .or
- 20 (or 25 or 30) frequency in the second highest quintile -- you're probably past that one, and have at least a 20 average frequency depending on your target and dispersion.
- . . . and the one that really makes sense is tracking sales and making a change in the copy when the sales trend drops.
- Monday, May 03, 1999 #2485
Please can you help me to find information/research on
wearout of magazine adverts. ie At what stage should
the creative be changed and does duplication of
readership play a role and if so, how?
- The Media Guru Answers(Monday, May 03, 1999 ):
Studies on the question might be at Newsweek
Media Research Index and cerainly are in theAdvertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.
wear out will differ according to the power, memorabilty, etc, of each piece of copy, of course.
Naturally, duplication plays a role. It is frequency which causes wear out. Higher duplication is another way of saying quicker building of frequency among those reached.
- Thursday, November 27, 1997 #1463
What about wear on and wear out
- The Media Guru Answers(Thursday, November 27, 1997 ):
"What about" is a question that invites too broad a
response. The Guru has discussed wear out frequently: see Oct
27, below, and the Guru Archives under Media Planning, Media
Effectiveness, Media Math and Media Research.
"Wear on" is not a familiar term to the Guru, perhaps it is
peculiar to Italy, from where this query comes.
- Monday, October 27, 1997 #1445
Dear Guru, We have been talking (within the Agency) about a new concept which is median frequency ( not average!): The goal of this mesurement tool is to determinate the wear-out level of commercials. Have you ever been across with this subject? Thanks!
- The Media Guru Answers(Monday, October 27, 1997 ):
First, let's define "Median Frequency"
You seem to mean one would array all those exposed to
the commerical in order of their frequency of exposure.
Then find the person at the exact middle of the line; one
half of those exposed have less frequency and one half of
those exposed have more.
It would actually be "less than or equal to" and
"more than or equal to," since we are now dealing with
discreet individuals, who therefore have a whole number (an
integer) of exposures. In the thousands of people exposed,
many will be at the median level of exposure
The Guru has not seen this metric used for wear out
analysis before, but it seems neither better nor worse than
the more common use of quintiles, i.e. looking at the top 2
quintiles, or most heavily exposed 40% of audience.
- Monday, August 05, 1996 #1171
In regards to print advertising, what is a wear-out report? What data do I need to complete this report (reach, frequency, formulas)?
- The Media Guru Answers(Thursday, August 08, 1996 ):
The Guru has discussed wear out previously (see below July 17 and May 7).
A wear out report would state the status of various print executions in your campaign in comparison to the wear out standard you have established.
Clients have a way of asking the wear out question without setting a standard or even being able to decide how to set one.
Essentially an ad is worn out when it loses all or most of its ability to accomplish its marketing purpose with its target. The purpose may be as simple as product sales, or lead generation in a direct response campaign, or it may be as difficult to define as building brand imagery or awareness of a specific product benefit. Since directly relating any of these to a specific ad would require custom research, it is typical to use whatever research has been done in the past as related to easily modelled media measurements, such as reach, frequency, GRPs or quintiles.
For example if in the past, a custom study showed the average ad was worn out at a time when the planners knew that 80% of the target had seen it 8 or more times, or when the frequency in the top 2 quintiles passed 30. (Don't use these examplenumbers). Naturally, different ads perform differently, but you will need to work on an average basis.
A wear out report then becomes a matter of reporting something like how many of thetarget have seen the ad at least "x" times, or that the frequency in the top 2quintiles will exceed the standard measure as of a certain month of the schedule, or"X" number of GRPs will have run for the ad by some date.
The key is knowing how one of these media measures relate to your wear out standard. Then the report is a simple task.
- Wednesday, July 17, 1996 #1179
Do you know any research about how much average frequency is enough before the consumer turns against the advertised product. I mean before they are fed up with the ad. I would like some articles or tables about different product categories concerning this effect.Thank you.
- The Media Guru Answers(Thursday, July 18, 1996 ):
There does not seem to be any definitive research on this. Planners dread the question "when is the campaign worn out" almost invariably asked without any definition of "wear-out." Certainly some ads are less enduring in terms of selling ability, which may have little to do with consumers being "fed up." Some advertisers use frequency in top quintiles as a guide, some just accumulated GRP, others study the competitive environment and clutter of their usual advertising media.
The "propinquity theory" gaining in appreciation argues for lower frequencies and if it catches on generally, may change the concept of wear out. Probably the best source of published study and opinion would be the Advertising Research Foundation Library
- Tuesday, May 07, 1996 #1226
How many times can a print ad run before it wears out?
- The Media Guru Answers(Wednesday, May 08, 1996 ):
The only answer to such a question is "it depends."
How powerful/interesting/competitive is the ad?
What reach and frequency is being developed as the ads insertions repeat.
How many different magazines versus repeats in the same titles.
What is your definition of "wear out?" Decline in awareness, decline in incremental sales, frequency of exposure in the top quintile or top 2 quintiles?
. . .it depends.
- Monday, November 06, 1995 #1824
Do you have any information about "Wear-out" of TVCs?
- The Media Guru Answers(Monday, November 06, 1995 ):
The first thing to know about wear-out is that there are no absolutes. Different people mean different things by "wear-out" There are numerous ways to set a standard for wear out and numerous ways to measure a commercial's approach to that standard. The simplest, as stated by one of the industry's great researchers is, "a commercial is worn out when the client asks about wear out." Realistically, a practical definition of wear out is when the commercial no longer stimulates additional sales. However, it's rare that any commercial is tracked closely enough to determine that point, and the trick is to *predict* that point. Commercials differ in their quality, impact, and memorability, as well as in the clutter and audience duplication of the schedules used to air them. A commercial that's one of a pool of three closely related commercials for a brand might wear out at a different point in time than one that's one of three dissimilar executions. A commercial airing repeatedly in a single daypart wears out before one in a broad rotation. The audience target and its media habits will also have an impact. Once the wear out level is determined base on the above, then it needs to be associated with a media measurement. Measurement might vary from "when the top quintile is exposed x number of times" to "when effective reach is x% over xx weeks" to "when the commercial has accumulated xxxx TRPs." Bottom line, the answer is a commercial is worn out when it stops selling. How to determine this is a question of judgement and specific research.