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Why media planners try to balance reach frequency and continuity of media schedules?
Wiki User
∙ 13y ago
Media planners can have a number of media campaign objectives. Depending on these they may choose to optimise reach, frequency or both. Reach takes the message to new audiences. Frequency repeats the message to those already exposed to the message.
Conventionally, a media planner would want to reach as many as possible of a target group and have the client's ad seen between 5 and 8 times by the target group. This was based on a long received wisdom that consumers need to see an ad at least 3 times to "learn" what it was saying.
Over the last decade, there has been a lot of work undertaken in the area of diminishing returns (Bryon Sharpe, John Philip Jones) which has shown that the first exposure is generally much more effective than subsequent exposures. Subsequent exposures produce around 50% of the return of the first.
This effect has also been observed in direct marketing and some online tests measuring click throughs at different levels of frequency. The lower levels of frequency produce the highest call or click response. More exposures do not produce more sales, but they do cost the same amount to repeat.
This pattern of falling return and constant costs per exposure means that budget becomes less cost-efficient as more of it is spent. The challenge this therefore to maximise reach at low levels of frequency on a short-term or repeating basis. This is called "recency planning".
So as a general rule media planners today seek to maximise reach over frequency.
Wiki User
∙ 13y ago
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