Media Impact: Effectiveness of Reach & Frequency in Media Buying Pattern and Audience Analysis

Abstract

For many years media practitioners have been trying to answer some important questions about advertisingrepetition, questions, such as the following, whose answers are all related to the effective frequency concept. Howmuch exposure is enough? How many times must a media message (eg: advertising/paid/PR/Communicationscampaign) be repeated for it to effectively communicate’? How much reach and frequency are ideal for a mediaplan’? And, how can planners improve the art of media planning? This paper express a practical example ofhow effective frequency might be used to judge the impact of three alternative media plans. Impact is defined asproviding the largest number of responses to media campaign/advertising/public relations/communicationsactivities at various frequency levels.