MarketingManagement.pdf

meet its ethical standards while ensuring financially sound investments. Eth-

ical Funds has grown from $100 million in assets to more than $2 billion

over the last decade.^23

ECIDING ON MEDIA AND

MEASURING EFFECTIVENESS

After choosing the message, the advertiser’s next task is to choose media to carry it.

The steps here are deciding on desired reach, frequency, and impact; choosing among

major media types; selecting specific media vehicles; deciding on media timing; and

deciding on geographical media allocation. Then the results of these decisions need

to be evaluated.

DECIDING ON REACH, FREQUENCY, AND IMPACT

■ Media selection involves finding the most cost-effective media to deliver

the desired number of exposures to the target audience.

What do we mean by the desired number of exposures? Presumably, the advertiser is

seeking a certain response from the target audience—for example, a certain level of

product trial. The rate of product trial will depend, among other things, on the level

of audience brand awareness. Suppose the rate of product trial increases at a dimin-

ishing rate with the level of audience awareness, as shown in Figure 5-11 the adver-

tiser seeks a product trial rate of (say) T*, it will be necessary to achieve a brand

awareness level of A*.

The next task is to find out how many exposures, E*, will produce a level of au-

dience awareness of A*. The effect of exposures on audience awareness depends on

the exposures’ reach, frequency, and impact:

■ Reach (R):The number of different persons or households exposed to a particular

media schedule at least once during a specified time period.

■ Frequency (F):The number of times within the specified time period that an aver-

age person or household is exposed to the message.

■ Impact (I):The qualitative value of an exposure through a given medium (thus a

food ad in Good Housekeepingwould have a higher impact than in the Police

Gazette).

Figure 5-11 hows the relationship between audience awareness and reach. Audi-

ence awareness will be greater, the higher the exposures’ reach, frequency, and im-

part five

Managing and

Delivering Marketing

(^586) Programs
T
A
Trial
Awareness
A
E
Awareness
Reach
Frequency = 5,
Impact = 1.5
Frequency = 5,
Impact = 1
Frequency = 3,
Impact = 1
(a) Relationship between product
trial rate and audience
awareness level
(b) Relationship between audience
awareness level and exposure
reach and frequency
FIGURE 5-11
Relationship Among Trial,
Awareness, and the Exposure
Function
D