In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial. Reach may be stated either as an absolute number, or as a fraction of a given population (for instance 'TV households', 'men' or 'those aged 25–35').
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- See also[edit]
- References[edit]
- Is a measure of the number of different audience members exposed at least once?
- Which term refers to the potential audience that might receive a message through a vehicle quizlet?
- Which term refers to all of the individuals who might be within a media vehicle's audience?
- What is the term for the number of people exposed to your message?
For any given viewer, they have been "reached" by the work if they have viewed it at all (or a specified amount) during the specified period. Multiple viewings by a single member of the audience in the cited period do not increase reach; however, media people use the term effective reach to describe the quality of exposure. Effective reach and reach are two different measurements for a target audience who receive a given message or ad.
Since reach is a time-dependent summary of aggregate audience behavior, reach figures are meaningless without a period associated with them: an example of a valid reach figure would be to state that "[example website] had a one-day reach of 1565 per million on 21 March 2004" (though unique users, an equivalent measure, would be a more typical metric for a website).
Reach of television channels is often expressed in the form of "x minute weekly reach" – that is, the number (or percentage) of viewers who watched the channel for at least x minutes in a given week.
For example, in the UK, BARB defines the reach of a television channel as the percentage of the population in private households who view a channel for more than 3 minutes in a given day or week.[1] Similarly, for radio, RAJAR defines the weekly reach of a radio station as the number of people who tune into a radio station for at least 5 minutes (within at least one 15 min period) in a given week.[2]
Reach is an important measure for the BBC, which is funded by a mandatory licence fee. It seeks to maximise its reach to ensure all licence fee payers are receiving value. Reach and frequency of exposure are also two of the most important statistics used in advertising management. When reach is multiplied by average frequency a composite measure called gross rating points (GRPs) is obtained. Reach can be calculated indirectly as: reach = GRPs / average frequency.[3]
See also[edit]
- Social media reach
- Television advertisement Vehicle Exposure of Media research
References[edit]
- ^ BARB. "BARB Definitions". Archived from the original on 24 October 2006. Retrieved 14 November 2006.
- ^ RAJAR. "Glossary of Terms". Archived from the original on 25 September 2006. Retrieved 14 November 2006.
- ^ "Local Marketing Vault". Thursday, 5 November 2020
We will divide this topic in three elemental questions
and address the topic through answering them :
What are the various key terminologies used in media planning?
Media planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand. Media planning is a process, which means a number of decisions are made, each of which may be altered or abandoned as the plan develops. The media plan is the guide for media selection. It requires development of specific media objectives and specific media strategies (plans of action) designed to attain these objectives. Once the decisions have been made and the objectives and strategies formulated, this information is organized into the media plan.
The medium is the general category of available delivery systems, which includes broadcast media (like TV and radio), print media (like newspapers and magazines), direct mail, outdoor advertising, and other support media.
The media vehicle is the specific carrier within a medium category. For example, Time and Newsweek are print vehicles; 20/20 and 60 Minutes are broadcast vehicles. As you will see in later chapters, each vehicle has its own characteristics as well as its own relative advantages and disadvantages. Specific decisions must be made as to the value of each in delivering the message.
Reach is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
Coverage refers to the potential audience that might receive the message through a vehicle. Coverage relates to potential audience; reach refers to the actual audience delivered. (The importance of this distinction will become clearer later in this chapter.)
Finally, frequency refers to the number of times the receiver is exposed to the media vehicle in a specified period.
How a media plan is developed and what are the various strategies used for its implementation?
Developing a Media Plan
Market Analysis and target Market Identification: This step tries to address mainly 3 important questions.
To Whom shall we Advertise: In a specific market also, marketers may decide which specific segment to target. For this, indexes are considered to more useful compared to raw numbers.
An index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100) or less than 100. While Simmons and MRI provide demographic, geographic, and psycho graphic information, other factors may be more useful in defining specific markets.
What internal & external factors are operating: Media strategies are influenced by both internal and external factors operating at any given time. Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency. External factors may include the economy (the rising costs of media), changes in technology (the availability of new media), competitive factors, and the like. While some of this information may require primary research, much information is available through secondary sources, including magazines, syndicated services, and even the daily newspaper.
Where to Promote: The question of where to promote relates to geographic considerations. Companies often find that sales are stronger in one area of the country or the world than another and may allocate advertising expenditures according to the market potential of an area. For years, Whirlpool has had a much greater brand share of the appliance market in the East and Midwest than in the Southeast and West. The question is, where will the ad dollars be more wisely spent? Should Whirlpool allocate additional promotional monies to those markets where the brand is already the leader to maintain market share, or does more potential exist in those markets where the firm is not doing as well and there is more room to grow? Perhaps the best answer is that the firm should spend advertising and promotion dollars where they will be the most effective—that is, in those markets where they will achieve the desired objectives.
Some indexes that help decide areas for promotions are:
1) Survey of buying power Index
2) Brand Development Index
3) Category Development Index
The following chart represents how these indexes can be used for identifying focus areas for promotion.
Establishing Media Objectives: The media objectives are not ends in themselves. Rather, they are designed to lead to the attainment of communications and marketing objectives. Media objectives are the goals for the media program and should be limited to those that can be accomplished through media strategies.
Developing and Implementing Media Strategies: The following are the criteria that are considered in the development of media plans:
a) The media mix – A wide variety of media and media vehicles are available to advertisers. The objectives sought, the characteristics of the product or service, the size of the budget, and individual preferences are just some of the factors that determine what combination of media will be used. By employing a media mix, advertisers can add more versatility to their media strategies, since each medium contributes its own distinct advantages (as demonstrated in later chapters). By combining media, marketers can increase coverage, reach, and frequency levels while improving the likelihood of achieving overall communications and marketing goals.
b) Target market coverage – The media planner determines which target markets should receive the most media emphasis. If media coverage reaches people who are not sought as buyers and are not potential users, then it is wasted. The goal of the media planner is to extend media coverage to as many of the members of the target audience as possible while minimizing the amount of waste coverage.
c) Geographic coverage – The objective of weighting certain geographic areas more than others makes sense, and the strategy of exerting more promotional efforts and dollars in those areas follows naturally.
Scheduling: The primary objective of scheduling is to time promotional efforts so that they will coincide with the highest potential buying times. Three scheduling methods available to the media planner—continuity, flighting, and pulsing. Continuity refers to a continuous pattern of advertising, which may mean every day, every week, or every month. Flighting, employs a less regular schedule, with intermittent periods of advertising and non-advertising. At some time periods there are heavier promotional expenditures, and at others there may be no advertising. Pulsing is actually a combination of the first two methods. In a pulsing strategy, continuity is maintained, but at certain times promotional efforts are stepped up.
d) Reach versus frequency – Achieving awareness requires reach—that is, exposing potential buyers to the message. New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry. High reach is also desired at later stages of the hierarchy. Here frequency is the number of times one is exposed to the media vehicle, not necessarily to the ad itself. Since marketers have budget constraints, they must decide whether to increase reach at the expense of frequency or increase the frequency of exposure but to a smaller audience. The reach-versus-frequency decision, while critical, is very difficult to make. A number of factors must be considered, and concrete rules do not always apply. The decision is often more of an art than a science.
e) Creative aspects and mood – It is possible to increase the success of a product significantly through a strong creative campaign. Certain media enhance the creativity of a message because they create a mood that carries over to the communication.
f) Flexibility – An effective media strategy requires a degree of flexibility. Because of the rapidly
changing marketing environment, strategies may need to be modified. If the plan has not built in some flexibility, opportunities may be lost and/or the company may not be able to address new threats. Flexibility addresses the following:
-> Market opportunities
-> Market Threats
-> Availability of media
-> Changes in Media or media vehicles
g) Budget considerations – One of the more important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delivers the message to the audience with the lowest cost and the least waste. The following cost bases help us to determine relative costs of media.
-> Cost per thousand(CPM)
-> Cost per ratings point(CPRP)
–
>Daily inch rate
h) Evaluation and Follow Up – Measures of effectiveness must consider two factors: (1) How well did these strategies achieve the media objectives? (2) How well did this media plan contribute to attaining the overall marketing and communications objectives? If the strategies were successful, they should be used in future plans. If not, their flaws should be analyzed.
What are the different sources of media information and their characteristics?
Is a measure of the number of different audience members exposed at least once?
In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.
Which term refers to the potential audience that might receive a message through a vehicle quizlet?
Coverage. refers to the potential audience that might receive the message through a vehicle. Frequency. refers to the number of times the receiver is exposed to the media vehicle in a a specified period. Sweeps periods.
Which term refers to all of the individuals who might be within a media vehicle's audience?
A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience.
What is the term for the number of people exposed to your message?
Frequency. The average number of times someone is exposed to a message. You just studied 15 terms! 1/15. tim_rivers.