Advertising Software

The only effective way to determine adequate advertising weight is through reach and frequency. The number of insertions or spots is not a reliable measure of advertising weight, because one insertion in one particular magazine could reach twice as many target customers as an insertion in another publication. Using a percent of sales is equally misleading, because what you spent last year or what your competitors are spending should not be a basis for what you should be spending this year. Rather, you should determine your advertising budget based on your objective on how many people you want to reach (the reach measurement in reach & frequency) and the message you want to get across (the frequency measurement in reach & frequency).

If you are not familiar with reach & frequency, talk to your advertising agency or media representatives. There is not space for a full explanation in this space, although an on-line help section comes with the model. The model contains space for four separate media schedules that calculate your reach & frequency, cost per thousand (cpm) and total media costs.  

Sample Media Schedule

Notice that the above schedule has a reach of 32% and a frequency of only 4.57.Based on past advertising research, you should always have a frequency between 5 and 10. Therefore, more insertions would have to be added to make this schedule effective. The period to obtain a  frequency between 5 and 10 varies by media. For monthly magazines, you have a year. For weekly magazines, you only have 90 days. The main reason why effective television advertising is so expensive is that for this vehicle, you only have 30 days. Radio also requires a frequency of between 5 and 10 within a 30 day period. Shown below is how your various proposed advertising schedules will be automatically charted.

Sample Reach & Frequency Chart Showing Four Media Schedules. 

The way you use the model is to insert up to four different media schedules and then see how they look on the chart above. You keep adding spots or insertions until you get to the desired level. Then you take out media rate cards and multiply the number of insertions or spots by the appropriate rate and that gives you your budget. 

There are several factors that influence when you can stay at the lower end of the recommended frequency level (5 and 6) and when you should stay at the high end (9 and 10). Five of these factors are: creativity, newness of the product or service, aggressiveness of the program, inherent interest of the product or service category and the size, color or length of the advertisement or commercial. For example, if you believe you have real hot creative, you can stay near the lower end of the frequency spectrum such as the 5's and 6's. If your creative is just mediocre, then you should stay at the higher range of 8, 9 or 10. If you have a brand new product or service, you should stay at the higher end. If advertising is going to play a very important part in your marketing program, then you should stay at the higher end of the range. If you have an exciting product, you can stay at the lower end; on the other hand, if you are selling valves, you should stay at the higher end.

Your reach objective is based on how many target customers you want to reach. If your objective is 30%, then you need a reach of about 45%, because not every target customer will remember your message.

The model contains both a case history section, which you can examine to see how the model works, and a section in which you can insert your own data. The model also contains a help section.

This is one of five models in this marketing software package. To view the others, click on "return to main menu" below. The complete package is only $29.95.

If you need any help in developing your plans, please e-mail  wml@wml-marketing.com

Also, why not take a look at our Strategic Marketing Plan software model. Just click on Strategic Marketing Plan Software.

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