This document discusses key media concepts for setting media objectives, including impressions, reach, and frequency. It defines impressions as an individual's exposure to an ad. Reach is the number of unduplicated households or people exposed to a program or commercial at least once. Frequency is the average number of times a household or person views a program, station, or commercial during a period. Examples are given for setting reach and frequency goals based on factors like the product life cycle, target market breadth, and purchasing cycle. Other key concepts covered are media planning to identify media options and media budgeting to negotiate costs.

1. SETTING MEDIA OBJECTIVES
AND KEY MEDIA CONCEPTS
Presented byManeesh kumar pandey
MBA(I.B)-3rd sem.
Roll No.12

2. Basic Components
Impression(degree of exposure and GRPs)
Reach(no. of different people exposed to the message)
Frequency(repetition needed to make an impression)

3. IMPRESSION
An impression is one person’s opportunity to be
exposed to an ad.
An impression is important because it is different
from circulation (actual readership v/s circulation
i.e copies sold)
HUT(household using television) is the television
exposure.
Due to large figures television industry uses ratings
i.e, GRPs.

4. REACH
The number of different or unduplicated
households or persons that are exposed to a
television program or commercial at least once
during the average week for a reported time period.
Success lies in reaching as many of target
audience as possible.
Shows the total no. of audience of a medium
exposed to the ad.

5. FREQUENCY
Average number of times a household or a person
viewed a given television program, station or
commercial during a specific time period.

6. Example of Reach and Frequency Goals
1. Achieve a minimum reach level of 80 with adults
women aged 35-54 during the two introductory
months
2. Maintain at least 50% reach in each advertising period
and maximize when sales promotion runs (in February
and October)
3. Maximize reach and frequency during sales peaks
(September – November)

7. How to Set Reach and Frequency
Goals -- The desired levels will depend on various
situational factors
 Reach
Decided according to the awareness level
(goal) set
Set equal to or higher than the main
competition

8.  Reach
Emphasized When anything new is
introduced
- new distribution, new product features, new
ad copy, new sale promo, new packaging,
new marketing/advertising objectives

9.  Frequency
Emphasized When the competition is
intense
The question is: how much frequency
is necessary

10. How to Set Reach and Frequency
Goals
Other Marketing Factors to Consider:
Product Life Cycle, Breadth of Target,
Purchasing Cycle, Budget

11. 
Product Life Cycle (PLC)
For products in the introductory stage of
Reach
product life cycle, __________ tends to be
more important.
For established products in later life cycle
stages such as maturity stage Frequency
__________
tends to be more important.

12.  Breadth of Target Market
If target is broadly defined
demographically or geographically,
_________ would be more important.
Reach
If target is narrowly defined, Frequency
__________
would be more important.

13. 
Purchasing Cycle (PC)
For products with short PC (e.g.,
),
Frequency may be more important; For products
_________
Reach
with long PC (e.g.,
), _________
may be more important.

14. R/F objectives must also give adequate
consideration to:
budget, promotional needs, stage of the
campaign

15. OTHER KEY MEDIA CONCEPTS
MEDIA PLANNING-identifying and selecting
media options based on research into media
profiles
MEDIA BUDGETING-is the task of identifying
specific vehicles ex-Tv programmes,negotiating
the cost to advertise and handling the details of
billing and payment.