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Advertising Reach and Frequency Maximizing Advertising Results Through Effective Frequency by Colin McDonald

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Published by NTC Business Books .
Written in English


  • Advertising,
  • Business / Economics / Finance,
  • Business/Economics,
  • Advertising & Promotion,
  • Effective frequency

Book details:

The Physical Object
Number of Pages157
ID Numbers
Open LibraryOL8243108M
ISBN 100844235067
ISBN 109780844235066

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An expanded edition (first, ) by a new author provides overview and analysis of the concepts of advertising reach and frequency with reference to advertising budgeting, timing, media selection, Annotation copyright Book News, Inc. Portland, Or. Books on: Advertising PR Mass Media: Advertising Reach and Frequency. Maximizing Advertising Results through Effective Frequency. McDonald C. Advertising Reach and Frequency. Maximizing Advertising Results Through Effective Frequency Lincolnwood, Ill.: NTC Business Books. Reach and frequency is a buying type that lets you select a fixed CPM based on your audience, so you know what you'll pay before you book your campaign. By setting up a Reach and Frequency campaign in Ads Manager, you can predictably reach your chosen audience while controlling the number of times your audience sees your ads as well as the days they see your ads on, the times of day they see. Reach refers to the total number of people “in the audience” for your advertisement. Frequency refers to the number of times an individual is exposed to your ad. Relevancy is exactly what it implies—how relevant your ad is to an individual at the time and in the context that he or she is exposed to it.

  Reach and Frequency are inversely related – by increasing frequency, reach is reduced and by increasing reach, frequency suffers. This is primarily a function of the budget – there’s a limited number of ads/exposures and decision on how best to execute. The main objective of any advertising is optimal exposure.   Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking. Reach is the number of people you touch with your marketing message or the number of people that are exposed to your. Reach is the number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication. Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. Because it.   What should your Facebook ad frequency Calculated as (Impressions/Reach), Frequency is a Facebook ads metric that measures the average number of times users have seen your ad. be? This is a common question among Facebook advertisers, and a source of discussion in the Power Hitters Club groups.. As with many aspects of Facebook, there’s not a one-size-fits-all approach.

Get this from a library! Advertising reach and frequency: maximizing advertising results through effective frequency. [Colin McDonald] -- This expanded edition of the classic study of the subject provides leading-edge discussion and analysis of advertising reach and frequency and their effects, with authoritative discussion of the new. With reach and frequency buying, your frequency cap defaults to 2 impressions every 7 days, meaning an individual will see your ad at most 2 times every 7 days. You can adjust your frequency cap with reach and frequency buying so that you're delivering as many or as few impressions as you'd like. Reach: Total number of persons exposed to advertisement. Frequency: Is the number of times the Ad is released. For Newspaper: Milline Rate is applicable. Line Rate or Column Rate × = CMP circulation (Total audience cost per million viewers).; For Magazines: Cost per thousand is calculated Page Rate × = Cost per Thousand CPTCirculation (Total Audience).   We’re saying reach without frequency is a waste of money because you’re unlikely to see much of a return from a one-off marketing campaign. In his book, Permission Marketing author Seth Godin uses an analogy of seeds and water to explain why reach without frequency .