【正文】 is reach times the average frequency: E = R x F2) Weighted number of exposures (WE) is the reach times average frequency times average impact: WE = R x F x IG) The media planner has to figure out the most costeffective bination of reach, frequency, and impact.H) Reach is most important when:1) Launching new products. 2) Flanker brands.3) Extensions of wellknown brands.4) Infrequently purchased goods.5) Going after an undefined target market.I) Frequency is most important where:1) There are strong petitors.2) A plex store to tell.3) High consumer resistance.4) A frequentpurchase cycle.J) Many advertisers believe a target audience needs a large number of exposures for the advertising to work.1) Others doubt the value of high frequency.K) Another factor arguing for repetition is that of forgetting.1) The higher the forgetting rate associated with a brand, the higher the warranted level of repetition.2) Ads wear out and viewers tune them out so repetition is not enough.3) Advertisers should insist on fresh ads. Review Key Definitions here: frequency, reach, and impactChoosing Among Major Media Types The media planner has to know the capacity of the major advertising media types to deliver reach, frequency, and impact. Table profiles these limitations.A) Media planners make their choices by considering the following variables:1) Target audiences’ media habits.2) Product characteristics.3) Message characteristics.4) Costs.B) Given the abundance of media, the planner must first decide how to allocate the budget to the major media types. Table shows marketing munications expenditures in 2001C) The distribution must be planned with the awareness that people are increasingly timestarved. D) Attention is being a scarce currency, and advertisers need strong devices to capture people’s attention.E) Marketers must also recognize that consumer response can be Sshaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increase eventually flatten out.Alternative Advertising Options Many marketers are looking for alternative advertising media. Table shows how the home media environment has changed over the past 25 years.Place Advertising Place advertising, also called outofhome advertising, is a broadly defined category that captures many different alternative advertising forms. A) Marketers are using creative and unexpected ad placement to grab consumer’s attention.B) The rationale is that marketers are better off reaching people in other environments, such as where they:1) Work.2) Play.3) Shop.C) Some of the options available include:1) Billboards.2) Public places.3) Product placement.4) Pointofpurchase.BillboardsA) Billboards now use colorful, digitally produced graphics, backlighting, sounds, movement, and even threedimensional images.B) Billboards do not have to be fixed. Marketers can buy space on billboardladen trucks.Public SpacesA) Advertisers are placing traditional TV and print ads in unconventional places such as: 1) Movies.2) Airlines.3) Lounges.4) Classrooms.5) Sports arenas.6) Hotel elevators.7) Other public places.B) Advertisers can buy space in:1) Stadiums.2) Garbage cans.3) Bicycle racks.4) Other places.Product PlacementA) Product placement has expanded from movies to all types of TV shows.B) Marketers pay fees of $50,000 to $100,000 and higher for cameo appearances in movies and on television shows.C) Product placements can be bined with special promotions to publicize entertainment tieins.D) Some firms get product placement at no cost by supplying their product to the movie pany.E) Marketers are finding other inventive ways to advertise during actual television broadcasts.1) Virtual logos networks add digitally to the playing field.2) Ads also appear in bestselling paperback books and movie videotapes.F) Advertorials are print ads that offer editorial content that reflects favorably on the brand and is difficult to distinguish from newspaper or magazine content.G) Other firms are exploring branded entertainment such as online minifilms. Review Key Definitions here: place advertising, billboards, public spaces, product placement, advertorials, and branded entertainmentPointofPurchase There are many ways to municate with consumers at the pointofpurchase (POP)A) Instore advertising includes ads:1) On shopping carts.2) Cart straps.3) Aisles and shelves.4) Instore demonstrations.5) Live sampling.6) Instant coupon machines.B) The appeal of pointofpurchasing advertising lies in the fact that numerous studies show that in many product categories consumers make the bulk of their final brand decisions in the store1) One study suggested that 70 percent of all buying decisions are made in the store2) Instore advertising is designed to increase the number of spontaneous buying decisionsEvaluating Alternative Media The main advantage of nontraditional media is that a very precise and captive audience often can be reached in a costeffective manner. A) The challenge with nontraditional media is demonstrating its reach and effectiveness through credible, independent research.B) These new marketing strategies must be judged on how they contribute, directly or indirectly, to brand equity.C) There has been some consumer backlash when people see ads in traditionally adfree spaces.D) Perhaps because of the sheer pervasiveness of advertising, consumer seem to be less bothered by nontraditional media now than in the past.E) Consumers must be favorably affected in some way to justify the marketing expenditures for nontraditional media.Selecting Specific Vehicles The media planner must search for the most costeffective vehicles within each chosen media type. A) In mak