By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Additional info for Advertising Media Sourcebook, 4th edition
5. What degree of target coverage and repetition of exposure are necessary? The terms reach and fiequeney are fundamental to the success of any advertising plan. Reach concerns the extent of target audience coverage (how many different prospects will have message exposure opportunity). Frequency estimates repeated exposures within a given timeline. Target audiences for many from are elusive, and planners must compromise or balance levels of reach or frequency. Sound media research is essential to accurate estimation.
Page 15 Page 16 Source 3 Editor and Publisher Market Guide Research Company Editor and Publisher magazine Description The Editor and Publisher Market Guide is produced by the magazine held to be the leading trade magazine for the newspaper industry. This gives it a natural access to local market information. Each local newspaper assists in the compilation of municipal, utility, banking, and retail information to provide a standardized profile. Function Used in concert with other databases such as Survey of Buying Power in Source 2, the Guide adds a wealth of descriptive detail.
_ For each medium estimate the cost efficiencies. _ Ascertain that all media objectives (as well as marketing and advertising objectives) can be met with the media that have been selected. _Evaluate the environment of the media. _List the media that are not to be used. _ Provide specific reasons for not using each medium. _ Consider merchandising and other promotional support that will be required. _ Outline needs for continuity. _ Relate continuity to timing of the advertising effort. _ Establish periods of introductory and sustaining phases.