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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').
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]
Magazine A has a cost for a full-page ad of $10,000 and a circulation figure of 5,000,000. Of these 5,000,000 subscribers, 40 percent are tennis buffs. Magazine B has a cost for a full page of $10,000 and a circulation of 3,000,000. Of the 3,000,000 subscribers 75 percent are tennis buffs. If you sold tennis racquets and wanted to compare the CPM effectiveness of these magazines, which would you choose?
Question Media Strategy is all about
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Question Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise
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Question Media Scheduling deals with:
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Question Purchase cycle is
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Question Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
Question Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle
Question Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
Question Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.
Question When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.
Question How do you calculate frequency according to Rossiter and Percy?
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Question How do you calculate frequency according to Belch and Belch?
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Question What is the minimum effective frequency (MEF)?
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Question What is Effective Reach?
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Question Gross Rating Points (GRPs) refer to
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Question A Target Audience Rating Point is (TARP):
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Question If Reach is 100 and frequency is 5 what is GRP?
Question What are the three scheduling (or continuity) methods
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Question [blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month. [blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising. [blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up
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Question [blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand. [blank_start]Media objective[blank_end] is an objective formulated to organise a media plan. [blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives. [blank_start]Medium[blank_end] is a general category of available delivery systems.
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Question [blank_start]Media vehicle[blank_end] is a specific carrier within a medium category [blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time [blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle [blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period
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Question Media objectives should not be limited to those that can be accomplished through media strategies.
Question 1. [blank_start]Analyse the Market[blank_end] 2. [blank_start]Establish Media Objectives[blank_end] 3. [blank_start]Develop Media Strategy[blank_end] 4. [blank_start]Implement Media Strategy[blank_end] 5. [blank_start]Evaluate Performance[blank_end]
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Question What are the internal factors operating when picking the target market?
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Question Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users
Question [blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage [blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals. [blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message. [blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles
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Question Problems in Media Planning include
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Question What are the factors determining frequency levels?
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Question What is the Brand Development Index (BDI)?
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Question What is the Category Development index (CDI)?
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Question Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)
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Question Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of
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Question Recency Planning (Part of Reach versus Frequency Media Strategy)
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