52 matches were found
- Thursday, August 22, 2002 #5479
1. How to determine the minimum GRPs that we should use per month
2. How do we know which level of frequency that we should set as effective frequency. Mostly we are using 3+ when do the planning but still wondering. Thank you
- The Media Guru Answers(Thursday, August 22, 2002 ):
Click here to see a compilation of past Guru responses about setting effective levels.
- Tuesday, July 09, 2002 #5403
what is a typical effective frequency level for retail stores?
- The Media Guru Answers(Tuesday, July 09, 2002 ):
"Typical" is typically not right for any given category. Click here to see past Guru responses about setting effective frequency levels.
- Tuesday, February 26, 2002 #5120
In building reach for a retail chain we have put the emphasis on daily targeted campaigns featuring high TRP levels. For example 350 trps over two days.
Would we be better off to spread this over one week.
Would the reach be any higher.
Can you show me the difference in reach of 350 trps over two days, one week and four weeks.
- The Media Guru Answers(Wednesday, February 27, 2002 ):
The answer will depend upon target, daypart mix and other variables.
Broadly, some expanison of schedule days increases reach, by virtue of the opportunity to catch people whose media use habits vary over different days. Differences in shopping habits will aslo impact effectivness. Spreading too far may diminish reach if you concentrate in fewer dayparts.
Reach differences should be small if nothing else varies. effectiveness is also sustained by the frequency change which will balances any reach change. You need to play with schedule variations in some felxible media software, such as eTelmar's.
- Monday, August 13, 2001 #4654
If you only had 5M to spend for a national campaign for a comsumer product introduction, which media vehicles would recommend (it's a household product aimed at Women 25-54)
- The Media Guru Answers(Tuesday, August 14, 2001 ):
The Guru would probably not consider national media at that budget. In national network, you might only be able to afford 5 or 6 weeks. National print might be just as weak.
A lot more than target and budget go into selecting media, such as competition, message type, etc, but the Guru would begin with local media in a geography where your budget might buy effective levels of communication.
- Monday, July 16, 2001 #4583
Dear Media Guru, I am working on a presentation and need direction on justifying media expenditures beyond media effectiveness. Help!
- The Media Guru Answers(Tuesday, July 17, 2001 ):
Click here to see Guru discussion of setting levels.
- Monday, July 16, 2001 #4582
What level of media spending is enough? Is there a threshold level?
- The Media Guru Answers(Tuesday, July 17, 2001 ):
Although Brand Managers may insist on seeing it that way, it's not about the spending, it's about the communication levels. It's about short term promotions versus continuous purchase patterns. It's about target geography - spending where your money will be effective versus spreading money all over at ineffective levels.
Click here to see Guru discussion of setting levels.
- Monday, July 09, 2001 #4562
Dear Guru, Our client has asked me to produce a "payout scenario" that they would be able to expect in sales based on a national plan that I have done for them. I don't know what the creative will look like because it is done in house. How can I calculate the sales potential of a media plan? Thanks again.
- The Media Guru Answers(Wednesday, July 11, 2001 ):
Except in direct reposnse scenarios with considerable past history, this can only be very approximate. Try the following steps:
- What percent of the target will buy the product over the period of the plan if there is no plan?
- What percent of persons will you reach at effective levels during the plan?
- What percent of non-target persons will buy the product over the period of the plan if there is no plan?
- What percent of non-target persons will you reach at effective levels during the plan?
- Can you assume that current non-users will be moved to purchase by exposure to the plan?
Of course a lot depends on whether the advertising is aimed at new-user trial, increasing use among currentusers, using up, etc.
Once you have all these assumptions organized, then comparing the value of projected added sales to the cost of advertising leads to payout estimates.
- Monday, June 25, 2001 #4515
I have found out that media plans made by planners was not based on what we have learn about the concept of Marketing, and that is planning based on specific target market/segment that their clients wanted to reach. For example, a client wants to reach woman 20-45, and children 5-10 middle to upper (Social Economic Status Classification A, B). What planners will do is running ACNielsen's software combining those demographic caracteristics all together : Woman/Children/AB/5-10/20-40 to find the best media/program that would reach the highest rating and reach instead of running it separately :
1. Woman 20-40, A
2. Woman 20-39, B
3. Children 5-10, A
4. Children 5-10, B
My proffesional opinion on the way planners plan, was wrong! They would end up with :
1. Combination of reach (Woman, AB 20-40, Children 5-10, AB)
2. Not knowing the exact result of how the product reach at Woman A, an B, also at Children ; not to mention the age yet!
3. A reach that is actually low for each segments, because of insufficient media selectivity.
I understant that planners will not like this fact, because they would have put more effort in the future. But tell me your opinion on this ? (theoretically & proffesionally)
- The Media Guru Answers(Monday, June 25, 2001 ):
First, as the Guru sees it, you are not thinking about a media plan, you are talking about determining the schedule of a media buy, resulting from a plan.
Once a target is determined, how to best reach that taget withing the media selected can be approached in various ways. Here you are talking about two compleletly separate targets, not levels of specificity; a group of children and a group of adult women.
One would not expect there to be programs with appeal to both groups. But if single televison homes were common in your country there could well be programs watched by mothers and children together.
Nevertheless, it should be far more effective to buy the best programs for the adult woman group and the best for the kid group than to try for programs getting both audiences. If the software to which you refer is an optimizer it would theoretically examine various programs to find the best schedule, not judge each program on its owm. The key to optimizers is especially to consider what each Added program contributes to buying goals, not each program in a vacuum. Recenf articles in the U.S. indicate that optimizers are used much more as conceptual new business-getting tools than in actual buying situations.
- Friday, June 01, 2001 #4451
Hi Guru. I've read through your responses to questions relating to "reach and frequency" and "awareness", but haven't found exactly what I'm looking for. In setting up goals for a new product launch media plan, we've determined that the overall goal is to generate awareness. What we don't know is the correlation between r/f and awareness. In other words, if we know that we're gong to have an effective (3+) reach of 82.85% and a frequency of 8.63, what % of unaided awareness could we expect to achieve? Will Ostrow's effective frequency model help in this case? Is there a model / matrix used to determine awareness levels? Thanks so much.
- The Media Guru Answers(Friday, June 01, 2001 ):
Awareness does not correlate absolutely with reach. There are too many other factors, like the quality and memorability of the creative and the advertising environment. Obviously only those reached by the advertising will be aware of the advertising. But there can be wide variance in how many of those reach a given number of times can report awarness in research. Even if awareness corresponded well with reach, there could be varying results due to differences in awareness research technique. Advertisers who do a lot of awarness tracking can build reliable models for thier own use, by tracking results of comparable research studies against known R&F. Similarly, research houses which frequently field awareness studies could get reach and frequencies, for the campaigns tested, and build a model.
- Tuesday, May 01, 2001 #4349
I would like to know, if there are any other (main) media strategies, apart from recency, effective frequency and dripping. If so, under what name can I find research and guidelines about them?
- The Media Guru Answers(Tuesday, May 01, 2001 ):
These are scheduling / communications strategies. Advertisng can be continuous activity, or non-continuous (flights / waves / pulses). Tactics within activity can be same level at each period of activity or different level at each priod of activity. Within periods of activity, levels can be stable, rising or falling.
Recency argues for continuity; effective frequency argues for minimum effective levels during any activity.
Other scheduling approaches may be merely spreading it around at a level that experience has shown to be effective for the advertiser.
The best repository of research on such topics is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.
- Tuesday, February 06, 2001 #4162
Hallo, Dear Media Guru! Can You please help me to solve the
1 - I know that my TVcmp should get effective reach of 50%
with effective frequency 4+. How can I get(count) the number of GRP I need
to buy and TRP I need to reach?
2 - what concrete methods do can You recommend to define the levels of reach&frequency for concrete product's/brand's TV cmp. Thak you a lot.
- The Media Guru Answers(Wednesday, February 07, 2001 ):
The Guru is not clear as to what distinction you are trying to make regarding GRP and TRP.
To determine the GRP/TRP needed to achieve a specific reach / effective frequency goal, you need a media software like that provided by Telmar or eTelmar.
Click here to see past Guru discussion about establishing levels.
- Monday, January 29, 2001 #4133
I have been a media buyer for almost three years now. I am just starting to plan media. Can you tell me what are efficient GRP levels for tv and radio buying? I am in the entertainment industry and our audience is A25-54 and 55+. Thanks.
- The Media Guru Answers(Tuesday, January 30, 2001 ):
effective levels depend on what you are trying to accomplish:
maintenance of regular purchases, building awarenss of a new product or driving immediate attendance to a short term event.
The plan is all about working through these goals, and making decisions about levels within available budget and communications strategy.
- Wednesday, December 13, 2000 #4038
what parameters exist for determining how much to spend in advertising (dollars)--or what is an effective weight level (GRP's) for a given brand/marketing situation?
- The Media Guru Answers(Sunday, December 17, 2000 ):
There are many. Click here to see past Guru responses about setting levels.
- Wednesday, September 27, 2000 #3844
Dear Media Guru, Off the top of your head, what would you say are consumer "target groups" that are the most difficult to reach through television advertising. In other words, what are "target groups" that marketers of consumer packaged goods companies would like to more effectively reach?
- The Media Guru Answers(Thursday, September 28, 2000 ):
"Off the top of the Guru's head" the most difficult targets to reach are not neccessarily the targets for consumer package goods. The toughest ones are probably young men and male teens.
Thinking more broadly, there is the Hispanic market, which is highly desirable to package goods marketers, and not reached effectively by general market TV nor at high reach levels in Spanish language TV.
- Wednesday, August 30, 2000 #3768
M.G. - please advise how to perform an analysis of TV HUT levels using MRI syndicated research tools? We want to evaluate HUT levels in our market in order to confirm that our daypart mix will be effective (to influence a purchasing action when our target is home using television). Thank you.
- The Media Guru Answers(Friday, September 01, 2000 ):
does not compute.You really can't and shouldn't anyway.
"HUT" is Homes Using Televison.
That is, the percentage of all Television-owning homes which have the set turned on at a point in time.
MRI does not report data about households and does not report point-in-time data about TV, but rather data which might be interpreted as cumes.
The analysis you propose, that judging effectiveness based on the portion of the audience which is using television in the dayparts which you purchase, is off the mark. A simple reach evaluation is much more sensible. You can reach 95% of the people in prime time, which has the highest HUT level or 95% of the people with the same GRPs dispersed though several, more efficient dayparts. Or you might reach more perple in dayparts with a lower HUT but efficient enough to afford lots more weight.
Use tools intended for TV, such as Nielsen, and reach ansd frquency tools like Telmar's
- Thursday, August 24, 2000 #3746
Media Guru(s), Hopefully will not humiliate myself with this question: When planning a trade campaign (target is Neurologists,and GPs) how do I determine the time frame for reach/frequency? I have set effective freq. at 4. Is this over a 4 week period? Can it be over a quarter? I cannot achieve a 4 week freq. of 4 against the Neurologists, but I can against the GPs. Does this mean that using trade print to reach the neurologists is not effective/appropriate? How do I rationalize a 4 week r/f delivery time frame for the one target group and a quarterly time frame for the other? Or am I totally missing the mark in both cases???
- The Media Guru Answers(Monday, August 28, 2000 ):
The "standard" period for evaluating reach and frequency is 4 weeks or a month, if all print.
When considering effective frequency, some thinkers believe that every exposure after the crtical number is achieved is delivered effectively. This is a cornerstone of the "Recency" theory. So, you can think abouit your effective levels on a rolling, cumulative basis, and merely state that effectivene reach is being delivered to GPs as of "X" point in time and against neurologists as of "Y" point in time.
- Wednesday, August 02, 2000 #3666
Ref. question 3663
Thanx for answering my question. I buy slots with high eff. index when my objective is to accumulate GRP's and drill my message into my consumers mind. This is the secondary stage where after creating the initial reach i focus on accumulating greatest total number of impressions (Funnel Treatment).
As for the decay factor it reflects the decrease in the recall leval when advertising is reduced or stoped. I normally use 10% decay level in IMphase(IM horizontal planning technologies)
The question that i want to ask you is what is the better way of flighting. There is a 70's 3+ eff frequency model by Prof. MacDonald which says that brusting is a better flighting patteren.On the other hand there is more recent Recency concept championed by Prof. JP Jones of Syracuse university of NY which says that as far as FMCG goods are concerned people are in the market every week and infect only needs one OTS to stimulate purchase.Please comment
MY second question is how do you calculate Eff Frequency. Normally i use Eff frequency model where i calculate the eff frequency by applying judgement and common sence in a disciplined manner using Marketing, Advertising and competitive factors
- The Media Guru Answers(Sunday, August 06, 2000 ):
1. In regard to 3+ effective frequency versus recency, the Guru tends to favor recency for "Fast Moving Consumer Goods." Recency is not really a contrast to the 3+ frequency theory, but an extension. As championed by Erwin Ephron, a core concept of recency is that once the third exposure is delivered, all additional exposures are at 3+.
2. Once again, there seems to be a semantic issue when you say "calculate" effective frequency. If you mean setting the frequency level to be considered effective, then your "judgment and common sence in a disciplined manner using
Marketing, Advertising and competitive factors are the right approach, and the Ostrow Model will be helpful.
If instead, you mean to calculate the effective frequency delivered by your schedule, this has absolutely nothing to do with the subjective factors you have listed. A reach model determines how many persons are exposed to each discrete number of ad units in the schedule. That is if your reach is 75%, that means, explicitly, that 75% of the target has experienced one or more ad exposures. Within this, perhaps 70% of the target has been exposed to 2 or more, 66% to 3 or more, etc, up to the full number of units in the schedule. Reach models allow for expressing all of these levels. "effective reach" mean those reached at least the minimum number of times established as effective, most typically 3.
- Tuesday, May 30, 2000 #3503
I'd like to clarify my question from last week about national media vs. spot media planning. Based on the marketing and communication goals of our client, we have determined that network television is a necessary part of our media mix. We are in the process of aquiring reach/frequency software for national media, but don't currently have it so I can't do a run to determine TRP levels that will generate effective levels of reach/frequency. So, in order to get a feel of what other national advertisers planned, I looked at other plans that contained network television. In looking at those plans I noticed that the TRP levels are significantly lower than spot television plans. Have you noticed that same descrepancy in media plans that you are familiar with? If so, why?
- The Media Guru Answers(Tuesday, May 30, 2000 ):
You must be comparing all-TV plans where one is all spot and the other is all network for these comparisons to make sense, in the first place. If there are other media involved, naturally that will affect TV levels.
In national plans containing both media forms, the network will be mostly low-readh daytime and high-priced prime. So there are reasons to limit investment in each. Spot ususally is concentrated in fringe times, which offer better reach potential than day and better efficiency than prime, so that is one reason for higher spot levels.
In other plan where there is network as well as spot, spot may be used to give extra weight to markets with greater sales or greater sales potential or to fill in market that are underdeliverd by network versus national averages. In any of these cases, spot is typically used at higher levels, but in a short lis of markets.
There is nothing inherent in spot versus network to make spot levels higher than network when either one is the sole medium.
- Friday, May 26, 2000 #3500
I have had a lot of planning experience for spot television and local cable television and am now being asked to plan network television, network cable television and syndicated television. I've noticed after looking at several example plans that network GRPs are often lower than spot GRPs ... Why is that and what are effective GRP levels for network media? Please help.
- The Media Guru Answers(Monday, May 29, 2000 ):
The Guru would surmise that in spot, you have seen more promotional or retail-oriented schedules, where noise level is the basis. In network plans, more sophisticated assessments of communications goals may have been made, focused on reach and frequency.
The concept of "planning spot tv" or "planning network TV" is also puzzling. The media choice is the result of planning, not the going-in assignment. Are you part of the buying process moving to network tv where multimedia plans may have been assembled by others, prior to your involvement with a single element?
- Tuesday, May 02, 2000 #3439
Regarding effective reach and effective frequency, are there general accepted boundaries of these measurements as they relate to radio and television? How do you compute effective reach and frequency?
- The Media Guru Answers(Thursday, May 04, 2000 ):
The Guru has seen effective frequencies from 2 to 9 used in plans. Most often, 3 is the "bogie" but 4 and 5 are not uncommon.
In the Guru's opinion, the effective levels make sense when applied to a majority of the target, that is, 50%+.
As far as computing effective R&F, the capability is typically built into reach and frequency calculators. As part of calculating reach, the frequency distribution is calculated. This is a calculation of the discreet number of persons reached by each ad in the schedule. Thus one can compile the number (or %) of target persons reached "at least" the set number of times.
- Monday, May 01, 2000 #3434
I am trying to determine how best to manually calculate reach and frequency for Out of Home Media.
Would you be able to help and provide me with reach curves and turnover ratios for OOH media.
- The Media Guru Answers(Tuesday, May 02, 2000 ):
Out-of-home (outdoor poster media) is usually bought in #25, #50 or #100 "showings." These are based on daily effective circulation, or traffic, equal to 25, 50 or 100 GRP per day, respectively.
Within the state of the art, in rough terms, these levels usually mean 4-week reach and frequencies of approximately
- 80 / 8.8 / 700
- 87 / 16.1 / 1400 and
- 92 / 30.4 / 2800.
As should be apparent, there is not much room for fine tuning, nor much reason for considering other GRP levels.
- Thursday, March 02, 2000 #3275
Guru, any thoughts on how to estimate % trial as a result of advertising (effective reach 50% at 3.6+ effective freq. print plan, only medium).The brand has done little advertising,has limited awareness(8% unaided) in a moderately competitive category(indigestion remedies). I have factored the target group pop.(W55+) by the incidence of the condition, then further adjusted by % likely to treat the condition, to arrive at a "Total Potential Prospects". At this point I would like to estimate the % that can be persuaded to trial, to determine estimated prospects and potential sales, but I have no historical advertising or client data on which to base the expected return. Would you base return on current awareness levels, or current SOM? No growth expected in the category,assume trial at the expense of the competition. I am attempting to devise a systematic method of determining ideal effective reach,linked to sales objectives, as I am not content to leave it at "maximum affordable at effective freq. level" Sorry for all the blather, but your thoughts and wisdom would be much appreciated.
- The Media Guru Answers(Saturday, March 04, 2000 ):
What you seem to need is a persuasiveness measure: what is the percent who would try the product (purchase intent) with and without advertising exposre? Many marketers have done such research and, if available, it can be factored against your "total potential prospects."
- Thursday, January 27, 2000 #3167
I posed a question to you earlier today that might require some clarification. I'm speaking specifically about Internet advertising and am really looking for some guidelines in what are generally considered to be optimal levels for reach and frequency in a campaign. That is to say, how many times does a user generally need to see a banner before its value starts to diminish. Secondly, how many banners should one consider purchasing -- again as a general rule -- in order to maximize the flight's impact. Another way of looking at might be to say, if one were to buy one million impressions, what is the likely number of people who will have been impacted? I realize there is a wide range, based on the narrowness or broad-based appeal of the sites, but is there a general range that can be modeled from?
- The Media Guru Answers(Thursday, January 27, 2000 ):
This is a very interesting question.
- The irony of the concept of effective frequency on the web is that effectiveness, measured as click-thru, has been shown to drop through the first three exposures to a banner and then flatten.
(see DoubleClick: "Banner Burnout")
- The Guru is also quite leery of "modeled" web R&F that does not take into account specific sites used. Often, one advertiser gets more reach from only one-sixth as many impressions as another advertiser. For example Nielsen//Netratings posts their measured "Top ten advertisers of the month" with each one's impressions and reach. At this writing, December 1999 is posted. Amazon.com (#3) ran 620 million impressions and got 54% reach while TRUSTe (#1) ran 2.1 Billion impressions for only 37% reach. Even Barnes & Noble (#7) with 276 million built 38% reach
- Saturday, January 22, 2000 #3145
Another question :
How is the recomendated efecttive frequency for a launching campaing, for maintennance, for a promotion.
The efective frequency is relative, but the experience and the knowledge of the people there somilars in many countries.
Please help me
- The Media Guru Answers(Sunday, January 23, 2000 ):
effective frequency always seems to start from the basic 3+ times which comes out of the original research. Then the next question is what reach level to set at this effective frequency benchmark.
Some planners set various other efeective frequency goals depending upon various marketing factors (see the Ostrow model).
Most simply, introductions and promotions would suggest higher effective frequencies while maintenance can use minimal levels.
- Friday, January 14, 2000 #3120
What is the minimun number of GRP's a radio schedule should have to reach A35-64? I have planned a minimun of 50 GRP's for various markets, but I do not know if this is too little, or too much.
- The Media Guru Answers(Wednesday, January 19, 2000 ):
The only generally accepted "minimum" in radio advertising is 12 spots per week per station. But GRP must be considered as well in judging communications value.
50 GRPs is almost too small a total schedule to bother with. Most advertisers, pulling a number out of the air would probably start with 100 GRP per week in a campaign if radio is the only medium being used.
A total campaign of 50 GRP should reach about 20-22% of the target, at a low level of average frequency: about 2.3. This would not be expected to generate much consumer response.
weeks at 100 GRP/week will get about to 50% target reach at an average frequency of 8x.
Certainly budget is a constraint, but effective levels in fewer markets is better than wasting money in a longer market list.
- Tuesday, January 11, 2000 #3108
I am working on a preliminary recommendation--a branding awarness campaign for a bank that currently does product advertising but no image advertising. Thre are three levels of spending that will be discussed. The question that I have is what freqency levels should be achieved to have not only a increase in awareness, but also influence the target to switch banks. It is a competitive banking market. What do you think of these reach and freq levels based on 4 weeks of advertising?? The media mix for the first 2 includes TV and Outdoor/Transit and the last Outdoor/Transit. There would be 1 TV commercial, 2 messages for Outdoor and 2 messages for transit. So, I am not concerned that much about wearout as having adequate effective frequency levels. Schedule #1 91% reach/14.6x; Schedule #2 is 90%/11x ; #3 is 79%/9.9x please let me know what you think of these frequency levels. Thanks
- The Media Guru Answers(Monday, January 17, 2000 ):
When you evaluate media schedules which include out-of-home media, considerations of "effective" frequency go out the window. The nature of these media is to amass enormous levels of frequency behind simple, undetailed messages. Statistically, any of these schedules would have plenty of effective frequency, although you haven't mentioned the effective frequency in your details. The most effective schedule would be one of the first two, and the best of those is the one with the higher reach and frequency. Apparently the second costs less than the first.
- Tuesday, September 14, 1999 #2795
I am writing to you from the Middle East. First of all I am very excited to discover the AMIC site.
I have recently been exposed to various documentation on the recency theory. Alongwith the documentation I have seen something called reach curves. The reach curves I have seen are typically for 1+, 2+, and 3+ levels for all adults and all women audiences. I understand it is an easy way to translate effective Reach goals into GRP goals e.g. X GRPs will get you Y% 3+ reach against the target. It also clearly depicts the point of diminishing return.
I am eager to know how I can develop reach curves for my market. Can this be done by us in the media department or do we need to approach some company which specializes in this area. What sort of data is required? Just to give you a background, we are not a metered market. TV audience measurement is conducted thrice a year using face-to-face interviews with a representative sample. Viewership is typically available by 15 minute time segments for all channels across various demos.
Thanks in advance.
- The Media Guru Answers(Tuesday, September 14, 1999 ):
Reach curves have been in use since long before computers were used in media departments and long before metered measurement.
Curves are created by using the reach of actual schedules. For example, in the U.S., Nielsen would report the actual reach of specific brands' schedules, based on examining the net unduplicated viewers in their reasearch data who viewed the program schedules used by the brand's commercials.
Once you have several schedules ( 8 or so will do) with actual reaches and frequencies for various GRP levels, you can use the regression analysis data function in a spreadsheet, like MS Excel or Lotus 1-2-3, to calculate a formula which describes the curve. This formula can literally draw the curve on a graph, or let you build a table of GRP / Reach pairs. By the way, it is the frequency and GRPs which are used in building this regression, because while reach is a curve, frequency is a straight line.
- Monday, August 30, 1999 #2751
please e-mail me the latest information about effective
frequency as it relates to magazine advertising...
required # of insertions to break through, etc.
- The Media Guru Answers(Thursday, September 02, 1999 ):
Guru answers are only received on this page.
Click here to see past Guru
responses about effective levels in print
or try the Magazine Publishers of America
- Monday, August 30, 1999 #2750
Let me elaborate further on the question posed by Ajay (Question sent from India , which was answered on 8d August). In India, the data collection and hence reporting of the peoplemeter data is on a weekly basis, unlike the daily collection and reporting in most other markets. Since we follow a weekly collection, the sample is determined for each of the seven days. (after rejecting viewing which does not satisfy the threshold levels of various criteria that the viewing data is supposed to fulfill). As is obvious, this effective sample could be different across the days. Hence, we actually could end up having 7 different samples for each of the seven days. The question now arises as to which of these seven figures to use for projection to the universe. This is the part where the difference in the reach and rating calculations occur.
A rating figure is calculated based on the sample for each day. Hence , on Monday, if the effective sample is 95, then this 95 is projected to the universe figures. On Tuesday, the effective sample could be 96 - then this 96 is projected to the universe figures. And so on. Hence the actual weights attached to the sample could vary, though the universe figures remain the same. Once the sample figures have been projected, the ratings are calculated. These rating figures can then be averaged across days , if desired, since a rating figure can be averaged across time periods.
On the other hand, a reach figure cannot be averaged. Hence, if the sample is different across each of the days, the dilemma is as to which of the effective sample to use for the projection purpose. Hence they designate one day as REFERENCE DAY. The effective sample on the reference day is the one which is used for projection purposes and hence for all further calculations for reach figures. The reference day changes depending on the period chosen. In India, the research agency has fixed the reference day to be the last day of the period chosen. So, if I vary my period of analysis, the reference day changes and hence my reach figures change. This is where the confusion occurs ! Since a rating calculation does not have a reference day, the ratings don't change, irrespective of the period chosen.
So please let us know if this is the norm followed across countries ? Is the concept of reference day valid ? How do other countries deal with this ?
- The Media Guru Answers(Thursday, September 02, 1999 ):
The Guru is not aware of this method in use elsewhere. It does not seem that it would have significant effect unless there are substantial daily variations .
- Monday, August 16, 1999 #2721
How do you plan your media buy using the "recency" philosophy when advertising products with a long cycle re-purchase period such as an automobile?
- The Media Guru Answers(Monday, August 16, 1999 ):
The central concept of recency is that the message received closest to a purchase decision is the most effective message. Continuous advertising will reach more people at any given time and is best for products purchased all the time, no matter how long the purchase cycle. That is, no matter whether it's 4 weeks or four years. So the only question is whether there are always people in the market for cars. This doesn't mean you shouldn't vary levels at peak selling times.
- Friday, August 06, 1999 #2697
Where can i find research on the effectiveness levels of a :30 TV spot vs. a :60 TV spot (general and direct)?
- The Media Guru Answers(Sunday, August 08, 1999 ):
You need the resources of Standard Rate and Data Service (SRDS) and International Media Guide.
- Monday, August 02, 1999 #2682
what is considered the effective number of insertions over a year in 1.) daily newspapers, 2.) monthly magazines, 3.) bi-monthly magazines, 4.) weekly magazines. My client's campaign is business to business. We buy print such as WSJ, Forbes, etc and trade print. I can answer this on a common sense basis, keeping in mind the 3+ effective frequency theory, but is there research on what levels
are most effective/optimal?
- The Media Guru Answers(Friday, August 06, 1999 ):
First, review adjacent Query #2693 for comment on setting effective frequency.
Traditional planning has various theories about minimum levels in print media. It used to be common to set a minimum of one issue out of four in publications with frequencies ranging from weekly to monthly. Weekly frequency was more the norm in newspapers.
But this all has to be taken in a context of
- whether print is the only medium
- whether print is the primary or secondary medium
- How deep is the print list
effective 4 week frequencies above 3 are difficult to acheive in the print media you list; effective reach like this is more the province of broadcast, while print is more often aimed at depth of message.
For research on print reach / frequency and effectiveness try Newsweek
Media Research Index and the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.
- Monday, July 19, 1999 #2643
Dear Guru! I've got the following question.
Our client has a product to advertise. He has set
advertising goals for the ad campaign. We defined
the level of effective frequency needed to reach
1. What is the range of effective reach? For example,
- The Media Guru Answers(Friday, July 23, 1999 ):
Media plan communications goals should specify a level of effective reach along with specifying the effective level of frequency.
Basic, as well as more advanced media software, calculates reach and frequency, frequency distribution and reach at various (effective) frequency levels. Input is typically GRPs.
Setting an effective reach goal can be based on gut, such as reaching the majority of the target at effective frequency levels in 4 weeks, or based on sales predictions. For example, this might be an estimate that 10% of those reached efectively will buy and X number of sales are the goal. Then 10 times X are the number who must be effectively reached.
- Wednesday, July 14, 1999 #2631
While there are different parameters ( creative, media, marketing ) to set the effective frequency for a media plan there seems to be no parameter for setting reach. What are the different ways to arrive at reach objectives for a plan
- The Media Guru Answers(Thursday, July 15, 1999 ):
There are many approaches.
There are numerous variations.
- awareness goals: Ad awarness won't get higher than reach, obviously
- comfort levels: When working with an effective frequency level, the Guru wants to reach the majority of his target effectively over four weeks
- recency: Recency says that maintaining some level of weekly reach is more effective than flighting, for products with regular purchase (threshold is 30 reach per week)
- Wednesday, May 12, 1999 #2507
For several years, I have bought my
client's spring and fall campaigns
on an alternating schedule i.e., one
week on and one week off @ 200 TRPs
per week. Historically, we take a four
month hiatus between campaigns.
Recently, someone told the client that
it would be more effective to buy
three weeks consecutively at lower
TRP levels. Either plan would be
restrained by a stated budget amount.
Do you have an opinion about each of
these strategies or your ownpreference in
television buying strategy when trying
to stretch the time on-air?
- The Media Guru Answers(Sunday, May 16, 1999 ):
You haven't stated how many weeks of 200 on and off you run.
But, assuming you take a one-week-on / one-week-off schedule of 200 and change it to 100/week continuous, this will probably be more effective, particularly if your product is something people are buying continuously or regularly. Since reach can only go just so high, the average reach per week of 100 GRPs continuous will be higher than the average weekly reach of one week at 200 and one week at 0 GRP. So the continuous schedule has a better chance or reaching someone just as they are about to make a purchase decision.
This is the essence of the "recency theory."
Click here to see past Guru responses about recency
- Thursday, February 18, 1999 #2347
As a buyer I have always been given the necessary
information needed to put together a buy. I am
currently in a new position, and I am being asked to
provide information that I've never concerned myself
with before, or gotten involved with the how's or
why's of the decision. I'm in dire need of help.
I have been asked to determine the number of GRP's that
should be used in a proposal for a new client. I have
not received any budget information. The schedule will
run 6-8 months, my demo is A 25-35 and the GRP's
should be spiked during the 1st & final week of each
month. Also, I am to include TV, Cable, and Radio.
My question is:
Do I simply request avails from the various TV & radio
and cable stations within the market, put together a
proposed schedule based on the avail information I
receive, and add up the number of GRP's accordingly?
- The Media Guru Answers(Thursday, February 18, 1999 ):
Congratulations, today you are a media planner. But apparently you are working with people lacking professional advertising experience or perhaps a retail client.
You either need some marketing goals input or you need to suggest some goals and get agreement before proceeding. You have been presented with a question equivalent to "how many pounds of nails are needed to build a building?"
You need to know how big a building, what materials it will be made of, how many nails in a pound, to what use will it be put and how big must it be?
To recommend schedule weights you need either a budget or a communications goal to deliver. In media / marketing terms you need to establish -- whether you are given direction or someone accepts your suggestions:
- What has priority: Reach or frequency?
- is there a minimum reach or effective reach to attain; per week, in four weeks, or in total?
- To help answer those questions, if no simple answer is available, you might ask is it a new or established product or service?
- What levels are used by the competition, if any?
- Are there any specific product awareness, ad awareness or sales volume goals?
- (In planning advertising, assume everything is a result of advertising: there is no awareness among people not reached; there are no sales to people who are not aware of the product.)
Knowing all this, you could examine reach frequency and continuity impact of various levels and combinations of your media choices. In other words, you somehow need to establish what must be accomplished by the GRPs, before you can decide how many to use.
It is puzzling, in this great information vacuum, that someone has decided to "spike" certain weeks. Apparently there is some information around which you haven't yet been given.
- Monday, February 15, 1999 #2336
How are effective frequency and reach levels determined for new product categories?
- The Media Guru Answers(Tuesday, February 16, 1999 ):
The Guru has discussed this frequently.
Click here to see past Guru responses on effective reach
- Friday, December 04, 1998 #2198
Dear Guru. Thank you for your answers - they are very
helpfull to me. My question is on "recency".
1.What groups of products best fit for "recency"
2."Recency" planning needs continuity. But it is
not evident what frequency level is needed at every
moment of such continious ad campaign. It seems
reasonable to set more frequency at the launch period
and then decrease frequency for mantainance. Also we
should take into consideration seasonality. Thus our
campaign becomes pulsing but not continious. What are
your comments? Thank you very much.
- The Media Guru Answers(Friday, December 04, 1998 ):
1- Recency seems to best fit common products that are bought regularly; in other words, a purchase is stimulated by running out of the current supply. This means food and HBA products, primarily. More "considered purchase" products, like automobiles, may not be a good fit.
Erwin Ephron, principal proponent of Recency, has commented to the Guru that about 30 reach on a weekly basis is a threshold level. This might mean 50-60 GRP depending on the media used amd target.
Part of recency theory, in relation to frequency levels and effective reach, is that after three exposures have been delivered, every subsequent exposure is supported by adequate frequency. Recency generally applies to brands with established awareness; when you raise the issue of product introductions, it is a different situation.
Seasonality is the principal exception to recency. There is no point in delivering the most recent ad exposure at a time when no purchase is likely. It is important to distinguish products with seasonal fluctuations, like deodorant, from products with very specific seasons, like barbecue charcoal.
Also consider that Recency does not mandate even levels in its continuity. The weight can be raised above the threshold when appropriate.
- Thursday, September 17, 1998 #2048
We have a client who is interested in utilizing Network
Radio over a two-month period (January and February) to
help maximize the awareness of a new brand. Is there
any research that correlates radio TRP levels with
brand awareness levels to give us some direction on
how many points we should buy for the period without
generating too much wearout?
we should buy?
- The Media Guru Answers(Wednesday, September 23, 1998 ):
Awareness is more likely to correlate with reach/frequency than TRP's. Only those reached can be aware. The same level of TRPs might reach 40% of a target or 60% depending on the schedule.
The Guru has seen research that shows that any level below 100 TRP a week in TV allows awareness to decay.
Most research on wearout which the Guru has seen ties wearout to frequency i.e. a commerical is worn out (loses sales effectiveness) after "X" exposures. This may be expressed as the frequency in the next-to-highest quintile. I.e. the 40% most exposed to the commercial would have "X" or more exposures. 25 exposures might be the threshold level you choose. This level would occur at about 200 TRP/week for 8 weeks, which is more than the Guru would guess you would buy.
By the way, one Adult 18-49 plan with those quintiles would have a 66 reach. Another plan with the same TRP's and different schedule could have an 85 reach and just 22 exposures in the next-to-highest quintile.
- Saturday, May 23, 1998 #1602
I am looking for any guidelines / research about:
1- number of spots for radio (sustaining level, 50% heavy up, 100% heavy up
2 - if I have continues strategy what maximum gap of not being on air may I allow without harm to sales (one week, two, three?)
3 - in my country (Russia) we have practice in outdoor not to place competitors on two opposite sides of billboard, ahzt I think is not correct, as each face of billboard works for different directions and can not compete with each other. What is the practice regarding this in other countries. Thank you very much.
- The Media Guru Answers(Tuesday, May 26, 1998 ):
1) The Guru doesn't judge radio effectiveness in terms of numbers of spots. If one schedule of 12 spots, for example, has an average rating of 0.5 (one-half of 1 percent of the target audience), which is common, it cannot be considered equal to another station's 12 spots with an average rating of 2.5 (also reasonable for top stations in the US). The first accumulates 6 GRPs and might reach 3% of the target, the second accumulates 30 GRPs and might reach 12-15% of the target.
So GRPs' or other audience measure are more realistic ways to determine levels. Having done this, if you determine that 100 GRPs, for example, is the correct sustaining level, then by simple arithmetic, 50% heavy-up is 150 GRPs and 100% heavy-up is 200 GRPs
2) Awareness begins to decline as soon as there is any advertising gap. Current thinking is that sales of a continuously purchased product are better supported by continuity at whatever level is affordable rather than an arbitrary minimum effective weekly level, separated by periods of inactivty. The U.S.'s Advertising Research Foundation has considerable literature on the topic and so might ESOMAR , the European Survey, Opinion and Market Research organization
3) The Guru agrees with you regarding opposite sides of a billboard. The competitive protection policies the Guru is familiar with in the U.S. only deal with advertising seen by the same audience, that is, traffic headed in the same direction. Usually there will be a certain range specified, such as "Within 500 feet" for metropolitan 8-sheet boards, which are about 5x12 feet and can be placed in dense concentration within cities.
- Monday, March 23, 1998 #1548
what is the correct television weight for a campaign
- The Media Guru Answers(Monday, March 30, 1998 ):
The "Correct" weight depends on many factors, there is no
one correct weight.
One way, but certainly not the only way, to calculate an
appropriate level is to follow this checklist:
- (A) How many new sales / product units, etc are
your monthly sales goal?
- (B) What percentage of the prospects who are
successfully exposed to your campaign are likley to buy what
you are selling?
- Divide (A) by (B) to determine with how many prospects
per month your advertising must effectively communicate.
- Using the reach and frequency calculating system of
your choice and your judgement of "effective levels of
communications, calculate what level of weight delivers the
desired effecively reached audience.
- Saturday, October 18, 1997 #1438
Could you please give me your views/suggestions on the following:
1. How can you set media objectives for a banking client in a market with only two major competitors; both of whom do not have a clear-cut advertising campaign? Would a % above last years GRP levels be appropriate; in proportion to the market share desired? What other parameters should I consider?
2. Qualitatively or quantitatively, how can front page solus positions in newspapers be compared with inside pages and ear panels?
3. And lastly, how do you add TV and press GRPs; for a specific audience?
Sorry about the long query.
Thanks in advance
- The Media Guru Answers(Saturday, October 18, 1997 ):
As a rule, the Guru sets media objectives based on
marketing goals, not competitors' activity. Some
marketing goals do indeed lead one to comparsions with
competition, and awareness of competitors' plans is always
If the key marketing goal is share growth, then a
proportional increase in weight is one approach. But
consider that share, like reach, exhibits an asymptotic
curve. In other words, it can't pass 100%, so the higher it
goes, the more effort is required to "move the needle."
Consider: You first assume that "X" amount of GRP's are
required just to maintain share, on the assumption
that competitive activity doesn't vary (and that advertising
is the only variable influencing share).
Have you considered whether current share is
proportional to share of GRP weight among competitiors?
Would 50% more GRPs grow share by 50%?
No, if only because it increases the size of the total advertising
arena. Your 50% increase in GRP does not increase your
share of GRP by 50%, so calculate the right
number to increase share of GRP, if you follow that
But since there are competitors, perhaps it takes 50%
more weight to gain 25% more share?
Newspaper positions can be compared on a basis of noting,
reading, recall, etc. In each country or culture (you are
writing from India), the relative power of media and the
way consumers relate to them are different.
In the U.S., for example, a front page ad in a newspaper
would be quite unusual if not unheard of.
Contacting the U.S. Advertising Research
Foundation or ESOMAR, the European Survey, Opinion and Marketing Research organization, or
your own country's newspaper advertising association may
turn useful up research on positioning.
The Guru treats GRPs of different media as simply additive.
When there are established effectiveness factors, as some
advertisers have developed, GRPs may be accordingly
adjusted before adding, in comparing plans.
- Thursday, June 19, 1997 #1366
I have a set of urgent questions to ask of you. I have a meeting tomorrow, and need your help!
1. How is effective reach calculated?
2. Reach v/s Frequency -- when should one be given priority / importance over the other?
3. Is there any way of taking creative into account while analysing competition? If yes, can a system of weights be worked out?
4. How do you reconcile to the vast difference between reach/frequency deliveries from a Peoplemeter system as opposed to the Diary system? My client refuses to accept a 4+ reach of 30% being accustomed to levels of 70% for the same plan!
Would greatly appreciate your immediate reply.
- The Media Guru Answers(Thursday, June 19, 1997 ):
1) In any schedule of several commercials, some of the
target group will see only one, some will see two, some will
see three, some will see four, some five, etc, etc.
actual measurement is based on tracking the cume of
several different advertisers schedules in a single
measurement period such as one month of the PeopleMeter.
A mathematical model that will match the measured
GRP/Frequency is calculated so that plan deliveries can be
predicted. Going more deeply into the actual measurement, it
can be determined how many people of each demographic group
were exposed to each commercial in the schedule and a model
calculated which will predict that performance for a plan.
For example, below is the typical output of a computer
models' frequency distribution, showing what percent of the
target saw exactly n commercials and what percent saw
n+. (this example is from Telmar's ADplus):
Frequency (f) Distributions
% who saw
#seen exactly at least
----- ------- -------
Target: f rch rch
P18-49 --- ----- -----
0 69.1 100.0
1 11.5 30.9
2 6.0 19.3
3 3.7 13.4
4 2.6 9.6
5 1.8 7.1
6 1.3 5.2
7 1.0 3.9
8 0.7 2.9
9 0.6 2.2
10+ 1.6 1.6
20+ 0.0 0.0
2) Reach vs Frequency: The determination of emphasis here
can be a complicated analysis making up the greater part of
a plan's documentation, under the heading of
"communications strategy." A commercial so powerful that
it's sell is overwhelming in one exposure might take the
"Let's buy one spot in the Superbowl" route as did the
Macintosh computer with the classic "1984" execution.
In more competitive situations, competitors' levels are
taken into account, clutter in the media of choice, copy
quality, etc. Obviously a balance must eventually be struck
between reach and frequency based on judging all these
3) There are several ways to take creative into account
while setting up reach vs frequency goals;
complexity or simplicity of the message
The number of
commercial in the pool
how close your commercial is to
the established "wear-out" level
The balance of :30 to
etc, etc. can all be assigned factors and totalled or
averaged to give a reach vs frequency emphasis factor
similar exercise can also set effective frequency
4) There should not be "vast"
differences between effective reaches based on people meter
and diary systems if schedule GRP and other aspects are the
same. 5 or 10% would be the range the Guru would
A plan with a 70 reach at the 4+ level would be
delivering in the range of 98% total reach. It sounds
as if your client may be confusing a plan with 70 reach and
an average frequency of 4 with 70 at an
effective frequency of 4. Or perhaps
confusing 4-week reach with a long term cume?
- Monday, February 17, 1997 #1045
I am interested in obtaining research that explores effective consumer promotion television weight levels. A typical consumer promotion window may be 2 - 3 weeks. Most consumer promotions are planned in the neighbourhood of 300 GRPs / week. Is there any research that has measured effective levels. I am trying to identifity an optimal level, a level (or range) below which response/sales suffer and/or above which response/sales do not substanitially increase.Goal- avoid spending too little or too much against a given promotion.
- The Media Guru Answers(Friday, February 21, 1997 ):
There are so many variable beyond GRP weight that the Guru doubts you will find simple answers.
Just a few are copy length, daypart mix, competitive arena, product interest, and commercial quality and wear-out status. Further, the Guru thinks that effective reach / frequency is a more useful quantitaive standard than pure GRP.
Two places to look for relevant research would be Newsweek Media Research Index or Advertising Research Foundation
- Wednesday, October 09, 1996 #1129
I was wondering what the effective levels of reach &frequency for a new product launch would be, as well as an adequate budget?
- The Media Guru Answers(Friday, October 11, 1996 ):
Determining the effective levels and desired geographic scope will determine adequate budget.
There are no absolutes in effective levels for intros or any other purpose.
Issues to consider include:
- Competition; how many, spending how much
- Clutter in the media to be used
- Typical levels of frequency in the media used
- Complexity of your message
- Interest in your product type - e.g. insurance vs sports cars
- Ability of the target consumer to digest information
- and others which may be specific to your own situation.
Generally, you want to reach the majority of your target at the determined effective level.
- Tuesday, July 23, 1996 #1176
My telecommunications client is planning a multimedia (TV, newspaper, radio) launch in Chicago this fall, hoping the phone will ring off the hook. Is there a way to predict response levels per medium (or in total?) for the client to effectively staff its phone lines? I have total population, target population, reach & frequency levels (for TV - a 6 week flight; for radio a different 6 week flight; print used in both flights). The kicker is: this is not a direct - response spot (of course, an 800# will be included, but generally, it's an image builder). I also know that it will depend greatly on many things creatively (length of time the 800# is on the screen, is it a pnemonic number, is there an offer, etc). I'm thinking if there is an easy answer to this, I wouldn't have a job.
- The Media Guru Answers(Wednesday, July 24, 1996 ):
The safe answer is to contract an "inbound telemarketing"service which is large enough to expand or contract around your actual traffic. Depending on the offer and strength of copy, calls could equal .01% to 5.0% or more of persons reached. Using a service the first time out, especially if you're not specifically setting up a DR business, will give you benchmarks for the future.
- Sunday, July 07, 1996 #1185
I am convinced that with a limited budget it is necessary to reach "effective" reach levels at a given period of time rathe than spread thos dollars throughout the year to achieve low levels but high coninuity. I am working in the Automotive field. Please help me. I need specific documented research studies on effective reach!!!
- The Media Guru Answers(Monday, July 08, 1996 ):
It isn't clear what your query is. Many people continue to feel as you do. In recent years, many others have espoused the "propinquity" theory which advocates continuous low levels, based on the idea that the single exposure closest to a purchase occasion is the most effective.
There has been considerable trade publication comment on the matter, most often by Erwin Ephron, probably the leading proponent of propinquity. A recent Advertising Research Foundation workshop devoted considerable attention to this issue, and the proceeding of that conference should be available from the ARF. There have been opposing positions, in agreement with yours, published as well, one of the earliest by Abbott Wool in Media Week shortly after Ephron's first publication of the theory.
The Guru has discussed this before, so using your browser's "find" function to scan this page and the Guru archives will provide additional material.
Surely the most archetypical exception to continuity is for the highly seasonal product, as automotive products may be.
- Friday, May 17, 1996 #1213
Dear Guru,I have two questions which you might have heard before.
a)I do know that a :15s commercial on TV cost between 50% to 75% of a :30s depending on market etc. Is there any studies that show what the benefit of either length is (if any) in terms of reach, frequency, effectiveness, memorability, etc.
b)I have seen studies praising the advantage of multiple media usage above single media; in other words using TV and radio instead of just TV. Can you elaborate on that and update with new info about this topic. Reason being a client who would like to slash the budget down to just using TV for campaigns. I however feel that there is an added benefit in using multiple media.Please respond by Monday if you can.Thanks.
- The Media Guru Answers(Sunday, May 19, 1996 ):
a) There is is no difference in reach and frequency between a :15 and a :30. In the same time period, they have the same audience, within the tolerances of research measurement.
On the other hand, a schedule using :15's in place of some or all the :30's will provide more reach and frequency, because it has more announcements, hence more GRP, etc, for the same budget.
When :15's started to become popular several years ago, there was considerable research regarding effectiveness versus :30's. The general findings were that :15's had about 70 - 75% of the recall of a :30. At the time, :15's were typically a network option priced at 50% of :30's so the trade off of price vs effectiveness seemed favorable.
b) Multi-media plans chief benefit is in reach development, though the effects of the added reach have ripples in many directions.
Adding a new medium adds more reach than adding weight in the same medium: There are more likely to be different people in the audience of a different medium, over a given period of time. This applies to effective reach as well.
There are a variety of philosophical approaches to taking advantage of this.
One approach says to build reach up to a minimum effective level in the primary medium first, before adding the next medium. Another says build the first medium to the point where the reach curve flattens, then add the next medium to resume reach growth.
A newer, different line of thought, the "recency" theory, de-emphasizes reach in favor of delivering messages to the consumer closest to the point of making a purchas decison. This argues for continuity, to reach more people at all times rather than highest levels in sporadic flights. Again, multi-media will produce more reach, but other theories of minimum weekly levels may effect scheduling, ie radio bought to a minimum of 12x weekly when active.
Judgements must also be made regarding whether TV and radio is perceived as the same message by the consumer. Of course, this same judgement must be applied to different executions in the commercial pool of each individual medium as well.
- Tuesday, April 30, 1996 #1231
I'm working on a presentation on how media planning professionals go about determining a media mix, and how a percent of budget is allocated to each medium being used. It's a general presentation for a client who is not very familiar with media planning terminology or methods. So far my sources for info include a couple of similar documents that I and others that I work with have written in the past, and the media planning textbook (by Scissors). Do you know of any other RECENT sources of info, points-of-view, articles on this topic? Or have you answered a similar question recently? If so, please tell me the category under which your response would be filed (I have looked through several categories of your responses and did not see anything relevant to this topic). Thanks!
- The Media Guru Answers(Tuesday, April 30, 1996 ):
In the broadest terms, the process may be thought of as
Marketing Goals ---> Marketing Strategies ---> Media Goals ---> Media Strategies ---> Media Tactics, etc.
A very simple example:
A marketing goal of increasing the number of users of product X might lead to a strategy of converting users of competitive brand Y.
The media goal might then be to optimize reach at effective levels of frequency among a demographic group matched to current users of brand Y.
The media strategy to achieve this might then be built by examining various media mixes to determine which produce the best balance of effective reach for the budget, within the creative limitations.
Of course this is just one possible marketing goal, one possible strategy that might emerge.
There are many ways to set reach goals, to set minimum effective levels or decide to apply the recent "proximity" or "recency" theory of exposure.
In short, one doesn't decide on percents of media and see how it turns out, one decides which media will best answer the marketing and media strategies. Often, some creative decisons have precedence: if TV is designated as the "primary medium" because of communications ability, need to demonstrate, etc, then the strategy migh dictate putting all money into TV "until the effective reach curve is exhausted."
There are infinite ways to express and measure goals and their achievment. Some standard media planning software, such as Telmar's Media Maestro, and Hispanic Media Maestro, allow easy examination of various mixes, instantly showing how reach/frequency/effective reach change as budget or schedules are shifted between media by the planner.
- Friday, March 15, 1996 #1263
Can you fill me in on "recency"? Sounds like a complicated way to say low media weight, long duration? Is this correct? If so, can it work with a small budget?
- The Media Guru Answers(Monday, March 18, 1996 ):
Recency does amount to lower weight and longer duration, but allows for more complex discussion. It is a theory which works in opposition to "effective reach." effective reach is based on the fact that 3, or some other minimum number of exposures to advertising, is necessary for the advertising to be digested, understood and begin to effect consumer behavior.
Recency posits that an exposure close to the moment of purchase decision is the most effective, therefore maintaining a constant presence of messages is most likely to catch the prospect at the crucial moment.
Obviously, even within the recency model, the more exposure provided at any given point in time the better the chance of catching a consumer at the critical time. Recency argues for continuity, not for low levels, though it is often used to justify low levels.
Recognizing that truly seasonal purchases call for different scheduling than regularly cyclical purchases, the concept says that if a given number of impressions are affordable, all else being equal, those impression will generate more sales when spread consistently rather that concentrated into flights at a presumed "effective" level.
- Monday, January 08, 1996 #1796
At what point does the efficiency of buying local cable diminish so that national cable is a more effective option?
- The Media Guru Answers(Friday, February 02, 1996 ):
On an efficiency basis, local cable is almost never superior to national. The decision point is more likely to be out of pocket cost, though the Guru has seen instances of the same cable :30's priced at $50 nationally versus $250 in New York.
The analysis also depends on how large an area is useful to the marketer. If the whole country is geographically acceptable as potential consumers, then the only question might be how far will the budget stretch in delivering "acceptable" levels of weight. If only certain geographies are within the distribution of the advertiser, an analysis of the useful audience within the national cable coverage is needed before the efficiency comparison can be made.
There is no %US "rule of thumb". Local cable is variable enough in its cpm ranges that there often is no relationship of market size to cost.
- Wednesday, December 27, 1995 #1804
what is the difference between general media and direct response television media? and would I ever recommend to my client DRTV as an inexpensive way of getting exposure?
- The Media Guru Answers(Friday, February 02, 1996 ):
General TV and DRTV are different in the way they are purchased and in key aspects of the copy used. To qualify for DRTV, the copy usually must be selling something through an 800 telephone number. Mail is also possible, but the immediate nature of telephone response is preferable (900 number ads are typically under a different rate structure).
DRTV rates are usually based on half of the going rate for the time period. The concept of "going rate" is hard to pin down with any certainty, unless you are buying the same schedule at the same time as "general media." These half price schedules are typically in remnant time or relatively undesirable times late at night or early in the morning or weekends. They are also instantly preemptible. You can't rely on delivering a schedule of "50 GRP per week in prime and 75 GRP per week in early fringe" through DRTV.
General TV schedules are used to build awareness through planned levels of reach and frequency or timely impressions delivery during specific promitions or campaigns DRTV schedules are opportunistic buys, with each airing anticipated to generate a certain quata of responses for a product ready to sell at all times without specific timing issues.. DRTV advertisers often track resonse minute by minute to associate each call with the specific commercial airing responsible. This is in clear contrast with the awarenes building aspect of general media.
When your client measures "exposure" in reach or effective reach terms than DRTV is not an efficient way to get exposure. Those remnant timeslots are not reach builders.
A DRTV advertiser is generally selling something worth the investment in inbound telemarketing expenses for each 800 number order, and assuming a certain minimum of orders per airing. (You cant make money if a $5 an hour operator has to spend 10 minutes taking address, size, flavor and credit card info to sell a $2 item, unless you add $3 shipping and handling). This means it doesn't work for toothpaste, floor wax, soap or cookies, unless you're selling the $29 bag-o-groceries special.