Weighting your media refers to determining the potential exposures of your marketing message to your target audience that each of your chosen media can produce. Basically, by weighting your media, you are trying to determine how much advertising is enough to reach your objectives. To do this, you'll come up with a total number of gross rating points. To do that, you need to understand a little bit about reach, frequency, and impressions. Show
For example, if your marketing strategy is to reach 70% of your market for a specific campaign, and you know you want to reach them at least 10 times in order to convince them to act, then you would need a schedule that would give you 700 GRPs. Each medium will have a slightly different calculated GRP, so go through each and determine those numbers before you begin planning your media schedule. As a general rule, just make sure you are calculating the percentage of your target audience as a part of the total circulation, exposure, etc., and then multiply that by the number of insertions, or ads you run should. To help you estimate the total GRP needed to reach your sales goals, here are some rules of thumb:
Determining these numbers isn't easy. There are some resources on the Web that might help. Check out the last page of this article for some sites that offer calculators and guidelines. Other things to consider when planning and scheduling your media include:
A media buyer places an ad for a new range of wines in four different magazines. The first magazine provides roughly 3,600,000 exposures, the second magazine provides about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer now can inform the client at the winery of the ad, that is, 4,750,000 exposures. a. continuous schedules A manufacturer of a brand of high-end hiking boots and specialized athletic shoes has hired your agency to run a print campaign. You tell the client that a full-page, black-and-white ad in Hiking and Biking magazine will cost them $1,650 to run once. You also remind the client that the circulation of the magazine is 42,000. To give the client the cost per thousand for this media buy, which formula would you use? a. Take 42,000 divided by
1,650 multiplied by 1,000. Sets found in the same folderWhat refers to the number of times that an average person or household is exposed to advertising message?In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. The subject on effective frequency is quite controversial.
Which refers to the number of time the target audience is exposed to a message during a specific period?What Is Reach? Reach is the number of viewers within a set period of time that are potentially exposed to your marketing effort or ad campaign. For example, a radio ad may have a reach of 80,000 listeners that regularly tune into the program.
What is frequency in media?Frequency is the average, approximate, or exact number of times a specific household or individual has been exposed to the same advertisement. Marketing platforms can measure the average frequency by dividing the number of impressions by the number of unique viewers or listeners.
What refers to the number of times the receiver is exposed to the media vehicle?FREQUENCY Frequency refers to the number of times the receiver is exposed to the media vehicle or o Refers to the number of exposures to the same message that each household supposedly receives.
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