Marketing Communications Objectives -- Terms - PowerPoint PPT Presentation

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Marketing Communications Objectives -- Terms

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Suppose a TV program gets 10% of a market. ... Continuity exposure pattern or schedule used in a campaign. Continuous schedule: ... – PowerPoint PPT presentation

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Title: Marketing Communications Objectives -- Terms


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 its more like 10 repetitions
  • Recency If people are in your market and
    involved, theyll 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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