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Factors To Be Considered By Media Planners:

The various Factors are:

  • Reach
  • Frequency
  • Cost per Thousand
  • Cost per point
  • Impact
  • Selectivity

 

  • Reach :

It is the number of individuals (or homes) you wants to expose your product through specific media scheduled over a given period of time.

 

  • Frequency:

Using specific media how many times, on average, should the individuals in your target audience be exposed to your advertising message?

 

  • Cost per Thousand:

How much will it cost to reach a thousand of your prospective customers?

 

  • Cost per point:

How much will it cost to buy one rating point for your target audience, a method used in company broadcast media?

 

  • Impact:

Does the medium in question offer full opportunities for appealing to the appropriate sense, such as sight & hearing, in its graphic design & production quality?

 

  • Selectivity:

To what degree can the message be restricted to those people who are known to be most logical prospects?

 

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