Specifying media objectives
1 - What proportion of the target population will be reached with the
advertising message during the specified advertising period?
2 � How frequently do members of the target market need to be exposed
to the advertising message during the period?
3 � How much total advertising is necessary to accomplish the reach
and frequency objectives?
4 � How should the advertising budget be allocated?
5 � How close to the time of the purchase should the target audience
be exposed to the advertising message.
6 � What is the most cost effective way to accomplish the other
Reach � the percentage of the target audience that is exposed at least
once during a specified time frame.
Frequency � signifies the number of times on average during the media
planning period of four weeks that members of the target audience will
be exposed to the media vechels.
GRP � Gross rating point
GRP = Reach x Frequency
TARPS � target audience rating points
ERP � effective rating points