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Specifying media objectives
1 - What proportion of the target population will be reached with the advertising message during the specified advertising period?
2 – How frequently do members of the target market need to be exposed to the advertising message during the period?
3 – How much total advertising is necessary to accomplish the reach and frequency objectives?
4 – How should the advertising budget be allocated?
5 – How close to the time of the purchase should the target audience be exposed to the advertising message.
6 – What is the most cost effective way to accomplish the other marketing objectives?
Reach – the percentage of the target audience that is exposed at least once during a specified time frame.
Frequency – signifies the number of times on average during the media planning period of four weeks that members of the target audience will be exposed to the media vechels.
GRP – Gross rating point
GRP = Reach x Frequency
TARPS – target audience rating points
ERP – effective rating points
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