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Media Principles

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Abhijeet S
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Media Principles - October 11th, 2010

MEDIA PRINCIPLES


How to use reach and frequency
First, use them to determine if the media plan can achieve the goals of your strategy.

If your advertising objective is to get 50 percent of homes to be aware of your product or to try it, it can’t be done if your reach is less than 50 percent.



Second, recognize that reach and frequency are interrelated. As reach goes up, frequency comes down. You can’t have both unless you add more money or go to a different media plan. Determine the best balance for your objectives.

The relationship between reach, frequency and rating points is expressed in this formula:
R x F = GRP
If your plan delivers a 90 reach and a 4 frequency, the total GRPs in a four-week period will be 360, or 90 per week.



Finally, be aware that the same words in different contexts can mean different things. A medium that reaches young people or the frequency of newspaper advertisements in a schedule is not the same consumer exposure concept expressed in reach and frequency figures.
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