Marketing Communications

258 CHAPTER 8 MEDIA PLANNING

media. Cinema advertising is by far the most effective medium to make people memorise an

advertising message, while outdoor seems to be the least effective. Applying the formula

shown above suggests that the number of people who have memorised a message after three

exposures is 97.3% for cinema advertising, but only 27.1% for daily papers.

Morgensztern not only developed different β-coefficients for different media, but also

used these coefficients to suggest the minimum and maximum number of exposures for the

different media in order for a message to be effective. Table 8.2 shows the suggested number

of contacts.

Reach and weight

Total reach of a medium vehicle can be defined as the number or percentage of people who are

expected to be exposed to the advertiser’s message during a specified period.

Figure 8.5 The relation between exposures and memorisation for different media

Source: JFC Informatique & média, Paris, France (2003).

Table 8.2 Number of contacts for different media

Medium Not enough contacts Too many contacts Suggested contacts

Radio 4 15 5–14

Press 3 10 4–9

TV 2 7 3–6

Cinema 1 3 2

Source: Quattro Saatchi, Brussels (2003).

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