1. REACH How many people in my target market do I need to reach?

4. Reach Number (or percent) of different people or households exposed at least once to an issue or program or media schedule within a given time period. Refers to unduplicated or “new” audience.

5. Reach Time Periods Broadcast/Newspapers - 4 week period Magazines - life of an issue Outdoor - one month

6. FREQUENCY How often should I reach these people?

9. The Reach/Frequency Trade-Off

10. High Reach Low frequency High Reach (Vogue & Sports Illustrated) Low Duplication High Frequency Low Reach (Vogue & Cosmo) High Duplication Low Reach

11. 6,000 5,000 4,000 3,000 2,000 1,000 • Reach 1 2 3 4 5 6 7 8 9 10 Frequency Reach vs. Frequency Reach many people a few times Reach few people Many times You can reach many people a few times or A few people many times.

12. Given a GRP level, there is an inverse relationship between reach and frequency. 25 Reach x 10Freq. = 250 GRP 50 Reach x5 Freq. = 250 GRP 83 Reach x 3Freq. = 250 GRP

13. “R x F = GRP” is the fundamental building block of an effective advertising campaign Budget = $1,000,000

14. Reach x Frequency = GRP If you know two values, solve for the third….. F = GRP/Reach Reach = GRP/F

15. “Establishing reach and frequency goals for an advertising campaign is a mix of art and science but with definite bias towards art.” -Joseph Ostrow Executive VP Young and Rubicam