Introduction advertising unit Structure

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3. Reach :
Reach as an evaluation criterion refers to the vehicle‟s 
access to different homes or individuals over a given period of time. 
In case of press media, it is indicated by readership which is arrived 
at by multiplying circulation of the paper with the average number of 
readers per copy. 
4. Cost :
Cost is also an important criterion against which each 
media vehicle choice should be evaluated. Cost refers to the 
money spent on using a particular vehicle media. In order to make 
a decision, it is suggested that the advertiser should make out an 
inter-vehicle cost comparison. 
5. Timing :
The last but also equally important criterion for 
evaluating vehicle media choice is the timing of advertisement. The 
reasons for the importance of the decision may be two-fold - (i) 
Seasonalability of product sales, and (ii) staggered effects of 
advertising. The advertiser should, after considering these two 
elements, decide on the scheduling of advertisements to improve 
the effectiveness. 
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.4 SIGNIFICANCE OF REACH, FREQUENCY AND 
CONTINUITY IN MEDIA PLANNING
Media planning means devising a programme in such a 
manner as to optimally use the advertising space, the broadcast 
time, or other advertising media, in 
exposing an advertiser‟s 
message to potential consumers. There are basically three 
concepts that are generally incorporated in most planning 
processes:
(a) Reach :
Advertisers are mainly interested in the percentage of 
the total market that they can reach their messages through the 
media in a given area of coverage. Reach refers to the total 
number of households that will be exposed to a message through a 
particular media vehicle over a set period of time. This period of 
time may very from advertiser to advertiser, but generally, four 
weeks is considered adequate for calculation purposes. Reach is 
usually expressed as a percentage of the total number of 
households in a prescribed area that have been exposed to the 
advertising message. For example, if there are a total number of 
1000 households and 200 of these have been exposed to the 
message then the reach is calculated to be one-fifth or 20 per cent. 
Objectives of Greater Reach : The purpose of reach is optimal 
exposure. The idea behind the strategy for greater reach is that the 
advertisement be received by as many people as possible in the 
first instance. A strategy for greater reach would be desirable under 
the following circumstances : 

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1. When a new product is introduced the idea is to initially expose 
the product to as wide an audience as possible, irrespective of 
whether they immediately remember the product or not. 
2. When introducing a new use for the product in order to expand 
its share of the market. If a product is already known but a new 
aspect of the product needs to be advertised, then greater reach is 
desirable. For example, if a well established brand of toothpaste 
adds mouthwash ingredients to it, it would call for greater reach so 
as to inform a wide audience about this additional feature. 
3. When seeking to increase the recognition of the company 
through a campaign or to promote the image of the company. For 
example, the advertising campaigns for Godrej made the name of 
the Godrej Company, a household name for quality and variety of 
product. 
4. When the creative message is so dramatic that most people will 
react to it and retain the message after only the first exposure. For 
example, when a famous film star is promoting a product or when 
the message is unique, eye-catching, attention getter, then reach 
becomes more important than the frequency.