ADV 205 Lecture 28: ADV_205_0406
Document Summary
Specify how the advertising objectives can be accomplished using media. Define when, where, and how often advertising should appear. Reach: the total number of different people exposed at least once to an ad in a given time period (% of audience) Frequency: the number of times the same person is exposed to an ad in a given time period (average # of times) Frequency to be effective: 3-10 times (but depends on brand) Reach, frequency and continuity have an inverse relationship. Effective reach: number or % of targets exposed enough(the effective frequency) number of times to reach. Effective frequency: number or a range of exposures required to produce a desired impact (e. g. sales, brand awareness, brand liking ) Both indicate gross delivery of (ad or vehicle) exposures. Gross impressions (gis): the number of possible exposures to the ad by people. # of times shown x audience size.
