Professional Documents
Culture Documents
1000 GRPs:
GREATER REACH:
Reach X Frequency
• Message is simple and easily understood
50 X 20 = 1000 100 X 10 = 1000
• Goal is to generate awareness
20 X 50 = 1000 33.3 X 33.3 = 1000
• Goal is to target new consumers
• New product aimed at large, broad audience
When should you go for greater reach?
• Product is newsworthy
When should you go for greater frequency?
1
CONTINUITY: Length of time a media schedule
GREATER FREQUENCY: will run and whether it will be continuous or
periodic
• Goal is comprehension or retention Continuity Patterns:
• Message is more complex Continuous – spreading your advertising out
evenly throughout the campaign
• Target audience is narrowly defined Flighting – alternating periods of
• Competitor is using high frequency advertising and then no advertising
• Direct response is needed Pulsing – varying the intensity of advertising
• Need action in a limited time throughout the campaign (combines the two
above)
• Brand isn’t distinctive
CPM (Magazines and Newspapers) TCPM: the relative cost of reaching one’s target
- evaluation of cost relative to the audience reached audience (eg. Cost of reaching only males
Ex. Unit cost X 1000 rather than the whole audience)
# of prospects reached
2
CPRP – Cost per rating point
Print Media
CPRP = Cost of ad unit
Rating Circulation: the # of copies of an average
issue that will be distributed
Ex. Cost of ad unit (30 sec. Ad) = $5,000
Program’s ratings: 20 Readership: the # of people who actually see
a copy (includes pass along readers)
CPRP = 5,000 = $250 Ex. 100,000 circulation
3 readers per copy
20
Readership = 100,000 X 3 = 300,000
HUT = 50,000/100,000 = 50