MCOM 323 Study Guide - Final Guide: Media Mix, Inverse Relation, Street Furniture
25 Mar 2020
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Number or percentage of different individuals (or hhs) within a population that were exposed to a media vehicle (or a media mix) at least once: unduplicated measure of audience accumulation. Reach can"t exceed 100: example, number, this campaign will reach 2. 3 million women 25-54, percentage, this campaign will reach 56% of women 25-54, percent is more typical. Sum of the ratings from different vehicles. Can contain duplicated audiences: count multiple impressions. As more grp"s are added to a schedule, proportionately less reach is gained. Reach levels off at 100% because it can"t exceed 100% Average number of times an individual or hh reached by a media vehicle (or a media mix) Repetition: a measurement of repetition, how many times exposed. Objectives: basis: 4-week period, baseline: 1 time per week and average of 4 times per month. The amount of repetition necessary for the ad to be effective in accomplishing communication goals. Identifies factors that can affect communication: ex.
