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