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Marketing Communications Objectives -- Terms

Marketing Communications Objectives -- Terms. Reach Frequency Gross Rating Points Cost Continuity Impressions Target Cost per Thousand: TCPM. Definitions. Reach -- The number of receivers (e.g. households, people, businesses) exposed to a communication at least once

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Marketing Communications Objectives -- Terms

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  1. Marketing Communications Objectives -- Terms • Reach • Frequency • Gross Rating Points • Cost • Continuity • Impressions • Target Cost per Thousand: TCPM

  2. Definitions • Reach -- The number of receivers (e.g. households, people, businesses) exposed to a communication at least once • Frequency – The average number of times a receiver is exposed to a particular communication within a given period (e.g. a month)

  3. Definitions, continued • Gross rating points – rating (% of market exposed) times frequency Suppose a TV program gets 10% of a market. Run an ad 40 times on that program during a month, then…. GRPs = 10 X 40 = 400

  4. Definitions, third slide • Cost CPM = cost per thousand (cost of media buy) / (target audience / 1000) • Problems with this measure?

  5. Definitions, 4 • Continuity – exposure pattern or schedule used in a campaign Continuous schedule: Pulsating schedule: Discontinuous campaign schedule

  6. Defs 5 • Impression – an exposure to an ad • Gross impressions – total number of people reached with a communication (regardless of whether they actually saw the ad or heard it) X number of exposures • TCPM – target cost per thousand Total cost / (effective target reached / 1000)

  7. Intrusion value vs. Recency Theory • Intrusion: get frequency of three repetitions Now it’s more like 10 repetitions • Recency:If people are in your market and involved, they’ll pay attention and be affected, no matter what the frequency

  8. Approach • Whose the target and how are we intercepting their decision process / HOE? • What do they pay attention to at those intercept points? • What are our objectives – how many do we need to react positively? • Of those reached, what proportion will react positively? Calculate desired reach.

  9. Approach continued • Choose enough of the right kind of media to reach objective(s) • What frequency is needed? Intrusion vs. Recency? • What pattern and number of repetitions will obtain our desired frequency of exposure? • Optimize for costs

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