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When
analyzing reach and frequency we incorporate the "thin
market concept".
There
are four rules to
the "thin market concept":
The
retail market on any given day is very thin.
Only 4% of all adults will buy your product in a given
week.
You
need a big advertising net to achieve consistent growth.
To find those few who will buy in any given week, your
advertising message must reach as many people as possible,
as often as your budget will allow.
Half
of your business is into the market and out again in seven
days. Typically customers will actively
seek advertising to help them with their buying decision within
a seven-day period. You want to reach those customers
the week they are buying.
You
need to advertise every week. You need new
buyers every week. Your yearly sales return is the accumulation
of the sales activity week after week.
The
thin market reality suggests that advertisers need "big
reach to drive big results." The advertiser not only needs
great reach but "speed of audience accumulation,"
or "speed of reach." The
Spokesman-Review is capable of providing speed of reach due
to high one-media reach on any given day. Advertising
frequency within The Spokesman-Review will accumulate even greater
reach. |
Reach
