December 2017
Intermediate to advanced
390 pages
7h 51m
English
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Chapter 50 Frequency
Measurement Need
Determining how frequently to run an advertisement.
Solutioni
Frequency describes the number of times an average member of the target audience is exposed to the same ad, commercial, or program over a given period of time. To illustrate, if the five homes reached in the reach example (Chapter 49) saw a company’s ad an average of three times, then the frequency would also be three.
Impact
Frequency is determined when considering advertising budget allocations, and the costs within are based on information found in media kits from the chosen media (digital, social, radio, television, Internet, print, etc.). Pricing usually decreases when more advertising exposures are purchased.
For example, popular U.S. ...
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