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Summary
Once your campaign’s target audience is defined and the media mix is chosen, it’s time to think about frequency. In the context of advertising, frequency can be defined as the number of times a person is exposed to an advertisement or the number of times an advertisement is repeated through a specific medium over a specific time period.1 The key to deciding on frequency within shared mail or newspaper advertising rests in the following:
The role of frequency is to drive curiosity, recognition, and decision. For decades, marketers have relied on the belief that a frequency of three is all that is needed to get to the decision. But is it really that simple? This belief is based on the definition, by Herbert E. Krugman2, of consumer’s reactions to each exposure, in an essay about effective frequency. Krugman never actually stated that a 3x frequency is required in media advertising. Rather he spoke of a 3x exposure in terms of psychological response: The third and subsequent exposures act as a reminder of the “What is it?” and “What of it?” It will position the consumer as being able to quickly react when the time comes to make a decision. Marketers should also remember that exposure is not equal to frequency. Frequency is the number of times a message/advertisement is paid to be placed in a medium. Exposure, however, only occurs when the message is read, viewed, or heard by the consumer. Due to today’s crowded media landscape, consumers’ evolving media habits, and scattered media engagement, an ad may need more than three times and via a variety of media to expose a consumer to a message and move them through the psychological response laid out by Krugman. Following are several reasons for increasing frequency:
Your campaign’s target audience is defined, the media mix chosen; now it’s time to think about frequency.Frequency is the necessary tactic to drive customers’ exposure to a message, product, or service. Repeat exposure leads to a decision, which in turn, leads to action. Ultimately, frequency is essential to achieving your advertising campaign goal: driving consumers to action. You May Also Be Interested InWhat is meant by target audience size?The number or percentage of consumers in the target audience that are exposed to an ad some minimum number of times. A sum of the total audience size of all the media specified in a media plan.
What is a reason for increasing cost of reaching target audiences?What is a reason for the increasing cost of reaching target audiences for almost all media? People can cope with only so many messages, so the media have to restrict the number of ads they sell
What is the scope of advertising media?Scope of the geographic area to be covered by advertising media. The placement of ads in geographic regions where higher purchase tendencies for a brand are evident. The number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.
What is the definition of reach in advertising?_____ refers to the total number of unique (or different) people or households exposed, at least once, to a medium during a given period of time, usually four weeks. reach what is true about reach? Reach refers to the number of people exposed to and hence have an opportunity to see the ad
What refers to the number of times the target audience is exposed to a message during a specified period?In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.
What refers to the average number of times an individual within target audience is exposed to a media vehicle during a given period of time?Reach. refers to the percentage of the target audience that is exposed to any of the media vehicles in the media plan during a specified time period. Choosing the media vehicle with highest reach means that more people will be exposed to the campaign.
What is target audience exposure?Sometimes referred as Advertising Exposure, Marketing Exposure is the degree to which a company's target market is exposed to the company's communications about its product/ services, initiatives, etc.
Is the number of times a receiver is exposed to a message in a given time period?109 Cards in this Set. |