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A New Approach

A New Approach. What is TURF Analysis? . Jan Wilson, President Gestalt Inc. . TURF. Total Unduplicated Reach and Frequency. TURF Goal. Find the smallest number of messages that have the greatest impact on the largest number of people in the target population. TURF Analysis. REACH = PEOPLE.

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A New Approach

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  1. A New Approach What is TURF Analysis? Jan Wilson, President Gestalt Inc.

  2. TURF Total Unduplicated Reach and Frequency

  3. TURF Goal Find the smallest number of messages that have the greatest impact on the largest number of people in the target population

  4. TURF Analysis • REACH = PEOPLE • Number of people you • reach with a set of messages • FREQUENCY = NUMBER OF TIMES • Number of timesyou reach your target population

  5. TURF Analysis

  6. TURF Goal Find the smallest number of messages that have the greatest impact on the largest number of people in the target population

  7. Message Testing • Evaluate messages in terms of believability and impact on building confidence • TURF analysis used to obtain short list of messages that are most beneficial in reaching target audiences

  8. A New Approach What is TURF Analysis? Jan Wilson, President Gestalt Inc.

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