Which refers to the number of time the target audience is exposed to a message during a specific period?
February 2, 2018 Show
For most marketers, reaching your target audience is the first step in a successful advertising campaign. Frequency (or repeat exposure) of the message is the second. But before making a decision, you might consider the following:
Once your campaign’s target audience is defined and the media mix is chosen, it’s time to think about frequency. In the context of advertising, frequency can be defined as the number of times a person is exposed to an advertisement or the number of times an advertisement is repeated through a specific medium over a specific time period.1 The key to deciding on frequency within shared mail or newspaper advertising rests in the following:
The role of frequency is to drive curiosity, recognition, and decision. For decades, marketers have relied on the belief that a frequency of three is all that is needed to get to the decision. But is it really that simple? This belief is based on the definition, by Herbert E. Krugman2, of consumer’s reactions to each exposure, in an essay about effective frequency. Krugman never actually stated that a 3x frequency is required in media advertising. Rather he spoke of a 3x exposure in terms of psychological response: The third and subsequent exposures act as a reminder of the “What is it?” and “What of it?” It will position the consumer as being able to quickly react when the time comes to make a decision. Marketers should also remember that exposure is not equal to frequency. Frequency is the number of times a message/advertisement is paid to be placed in a medium. Exposure, however, only occurs when the message is read, viewed, or heard by the consumer. Due to today’s crowded media landscape, consumers’ evolving media habits, and scattered media engagement, an ad may need more than three times and via a variety of media to expose a consumer to a message and move them through the psychological response laid out by Krugman. Following are several reasons for increasing frequency:
Your campaign’s target audience is defined, the media mix chosen; now it’s time to think about frequency.Frequency is the necessary tactic to drive customers’ exposure to a message, product, or service. Repeat exposure leads to a decision, which in turn, leads to action. Ultimately, frequency is essential to achieving your advertising campaign goal: driving consumers to action. Sources:
What refers to the number of times the target audience is exposed to a message during a period?What Is Frequency? Frequency is the number of times an individual consumer is likely to be exposed to an ad during a marketing campaign.
What is target audience exposure?Sometimes referred as Advertising Exposure, Marketing Exposure is the degree to which a company's target market is exposed to the company's communications about its product/ services, initiatives, etc.
What refers to number of times within a specific time period that an average person or household is exposed to the ad message?In the application of statistics to advertising and media analysis, reach refers to the total number of different people or households exposed, at least once, to a medium during a given period.
Which refers to the average number of times an individual within target audience is exposed to a media vehicle during a given period of time?Research will tell you about your target audience's local media habits .
...
. |