The document discusses models for determining reach and frequency goals for advertising campaigns. It explains that reach plateaus as gross rating points (GRPs) increase, with optimal reach being 70-75% and minimum reach being 50-60%. Frequency continues increasing after reach plateaus. The Ostrow model is used to estimate effective frequency by assessing marketing, message, and media factors that increase or decrease the baseline frequency of 3.0. The document also provides guidance on whether to optimize for reach or frequency based on brand and market characteristics.

1. DETERMINING REACH
& FREQUENCY GOALS

2. Determining Reach & Frequency Goals
• How much reach is enough?
• Reach follows a curve that flattens as GRPs increase.
• Highest Reach – 99%
• Moderate Reach – 70% to 75%
• Lowest Reach – 50% to 60%
• 50% is minimum for brand survival
• Use flighting schedule to achieve a higher reach over a shorter
period of time – avoid dilution of the media plan

3. Determining Reach & Frequency Goals
• How much frequency is enough?
• Once reach begins to plateau, frequency continues to
increase.
• Highest Average Frequency – 12
• Depending on creative, can run the risk of “wearout”
• Lowest Average Frequency – 2 to 3
• Minimum frequency
• Ostrow Model – used to estimate effective frequency
• Marketing Factors
• Copy Factors
• Media Factors

4. Ostrow Model
• Begin with 3.0 frequency
• Use questions in the model to determine a score to add or
subtract from the benchmark
• Factors that increase frequency
• New brand, low market share, complex copy, pulsed/flighted
campaign, higher ad clutter in media mix
• Factors that decrease frequency
• Established brand, high brand loyalty, simple copy, continuous
media schedule

5. Market factors
Low Required Frequency Frequency High Required Frequency
Adjustment
Established brand -.2 -.1 +.1 +.2 New brand
High brand share -.2 -.1 +.1 +.2 Low brand share
High brand loyalty -.2 -.1 +.1 +.2 Low brand loyalty
Long purchase cycle -.2 -.1 +.1 +.2 Short purchase cycle
Less frequent usage -.2 -.1 +.1 +.2 Frequency usage
Low share of voice -.2 -.1 +.1 +.2 High share of voice
Target other group -.2 -.1 +.1 +.2 Target old people or children

6. Message Factors
Low Required Frequency Frequency High Required Frequency
Adjustment
Low message complexity -.2 -.1 +.1 +.2 High message complexity
High message uniqueness -.2 -.1 +.1 +.2 Low message uniqueness
Continuing campaign -.2 -.1 +.1 +.2 New campaign
Product-focused message -.2 -.1 +.1 +.2 Image-focused message
Low message variety -.2 -.1 +.1 +.2 High message variety
High wearout -.2 -.1 +.1 +.2 Low wearout
Large advertising units -.2 -.1 +.1 +.2 Small advertising units

7. Media Factors
Low Required Frequency Frequency High Required Frequency
Adjustment
Low clutter -.2 -.1 +.1 +.2 High clutter
Favorable editorial setting -.2 -.1 +.1 +.2 Neutral editorial setting
High audience attentiveness -.2 -.1 +.1 +.2 Low audience attentiveness
Continuous scheduling -.2 -.1 +.1 +.2 Pulse or flight scheduling
Few media vehicles -.2 -.1 +.1 +.2 More media vehicles
High repeat exposure media -.2 -.1 +.1 +.2 Low repeat exposure media

8. Optimize Reach or Frequency?
Optimize Reach Optimize Frequency
• Few competitors • Many competitors
• Strong established brand • Less established brand
• Brand leader in category • Low brand awareness
• Infrequent purchase • Low involvement purchase
• Continuous advertising decision
schedule • Lower priced goods /
• Powerful creative services
• Ad message easily • Strong competition in
understood category
• Major sales promotion • Complex ad message
launch • Flighted schedule
• Seasonal peak for sales • Frequent purchase