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Audience Reach And Frequency Minimum?
Posted By: ramymora on 11/19/2004 6:56 PM (CST) 125 Points
Hi, I heard that any target audinece shuld be exposed to a message no less than 3 times (frequency) to influence beahvior. I aslo heard that reach needs to be at 15% as a minimum to have measurabe ipact. These come from a 1966 study by Colin McDonald (British Market Research Bureau).

Are these assumptions true? How do they differ from online banner campaigns verus offline ads? Is there a credible and recent study on this? Thanks.

Posted by: W.M.M.A. Accepted Answer
11/19/2004 7:25 PM (CST)
Try these.
http://advertising.msn.com/articles/print/Print_DaveS_RFUpdate.html

http://advertising.msn.com/articles/print/Print_DaveS_4Applications.html

http://www.imediaconnection.com/content/2166.asp

**http://www.clickz.com/experts/brand/emkt_strat/article.php/1025321

and, http://www3.doubleclick.com/market/2003/06/dc/all_adv.pdf

Good Luck
Randall
WMMA
 
Posted by: Papadoc (Steve)* Accepted Answer
11/21/2004 7:31 PM (CST)
It all depends on what behaviour you are trying to influence, what the medium is, what the message is that you are trying to convey, and if you have put that message in front of the proper audience.

In an online environment, I see banner ads run from zero up to 22.0%+ click through rate (CTR). If you put a compelling message in front of a highly targeted audience that is seeking to buy, it is going to be vastly different than going the shotgun method where you are depending on a random target and spontaneous behaviour.

Both clicking and buying are behaviours. Yet obtaining a click behaviour is far easier than than securing the purchase behaviour.

You also have to consider whether your message is actionable when received. In drive time radio, offering a phone number is actionable if there is a cell phone nearby and it is still during business hours. However, if you are offering that phone number after business hours or the behaviour you are seeking is to go to your website, then it is not actionable and you are depending upon them to recall and choose the desired behaviour at a later time.

Alternatively, the goal of branding is to build an image and associate your message/company to a given need when it arises. Home builders get a very low percent of responses to any given ad. Yet what they do when they advertise is to build the brand with you so that when you do choose to build that home, their name will have a recognition factor, and you will hopfully be comfortable enough with the name to give them a call.
 
Posted by: blanalytics Member Response
12/8/2004 11:15 AM (CST)
The idea that you have to achieve a certain frequency no longer holds water. Recency Theory says otherwise (see work of John Philip Jones). Recency theory has likewise been supported by numerous applications wit marketing response modeling. Let me know if you would like to find out more.
 
Posted by: ASVP/ChrisB Member Response
12/19/2004 1:02 AM (CST)
Yes, but frequency is certainly going to help if the message is targeted (and the offer is strong, and either competitive or unique).

IMO getting the segments right, allied to an on-target media buy, frequency min 3 pref 5, and a reach of 50% of the target segments will result in a sales lift.

Don't forget the offer must be strong and it must be well communicated.

After that, it's all easy!

ChrisB
 
Posted by: Sanjeev Kumar Vyas Member Response
12/19/2004 9:49 PM (CST)
Well this won't be true for the web. The reason being the web gives the users more control and high web users do not see the ad at all as most of the time it is placed on the same location and I can easily ignore it.
Most of the time I do not "see" the ads on the sites I regularly visit as I know their placement and that makes it easy to ignore. So if the server shows that the ad has been served does not actually mean that viewer has seen it. So it is hard to calculate as to how many times the ad needs to appear before the viewer sees it.
Regards
Sanjeev
 
Posted by: Brainiac* Accepted Answer
12/20/2004 8:32 AM (CST)
I believe it has a lot to do with the type of ad and also the location where you are putting it up. For example, when araldite stuck a car on a hoarding to advertise its strength as an adhesive, you couldnt help notice it the very first time you saw it and it also lefta lasting impression on your mind.
Also, the reach obviuosly has to be substantial for any impact at all. I think in today's day and age, where advertising expenditures as a percentage of your revenues has gone up, and the competitors also advertise aggressively, the reach should be more than 25% for it to have a measurable impact.

I hope this helps.
 
Posted by: Val (Moderator)* Moderator Response
12/28/2004 6:31 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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