MEDIA OBJECTIVES
Before the media strategy is formulated, the advertising planner and the media planner will “set the objectives”. Specific, operational are formulated. An example of a media goal is as follows: –
“Use media that will provide broad national coverage” these are some essential terms to set the media objectives
Reach: – It refers to the total number of people or households exposed to an advertising message in an issue of a publication, or in radio/tv program, once during a given period of time. Time period for broadcast media in 4 weeks, and life of an issue for point (say newspaper, one day) reach is expressed in percentage terms.
Frequency: – Also referred to as OTS (opportunity to see), refers to number of times a person or household is exposed to the same advertising message in program or an issue, during the given time period.
Frequency is expressed as an average of
=F TOTAL NO. OF EXPOSURES/REACH
GROSS RATING POINTS (GRP’S)
Sometimes the media planner may want to set his goal in terms of the best possible combination of reach and frequency. This is known as the “GRP’s”. it is an indication of the total “weight” of the media buy. It is calculated by multiplying reach and frequency.
E.g.: Programme ‘X’ has a reach of 60 and an average frequency of 5. The GRP’s for the programme are 60*5 = 300
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