AMIC's Media Guru

Ask the Media Guru

*Note that this is a moderated question and answer forum.

The Guru answers questions about media planning, media buying, media research and media management. Answers usually appear on the Guru answer page within one or two days.

To obtain the Guru's best answers to your queries:

  • Please state your questions using complete sentences, being as specific as possible.
  • Use your return key to prevent text from scrolling out of the visible typing area.
  • Avoid abbreviations and acronyms as these may be related to narrow specialities.
  • If your question relates to country outside the US, please specify the country.

You may search the "Guru Archives." to see if the Guru has recently answered a question similar to your own.

EMail:
Enter your question here:


-->

 

Thursday, July 20, 2017 #9161
MG, I am working for a financial client in S.Africa. What I need to assess is how many creatives copies per media (Tv,Radio, Press & OOH) are fair benchmark to have a good (read visible, reach upto 50% audience) brand campaign. Are there any rules to using creative copies which enhances ROI?

 

The Media Guru Answers(Tuesday, July 25, 2017 ):
There is no connection between "Reach" and size of copy pool. Reach counts audience regardless of what ad they see.

Most rules about copy pools are based on advertisers proprietary learning, but may be summarized as:

"new copy is needed when the current copy stops generating sales"

Proactively, this means to create a big enough pool so that by the time reach goals are met, the copy has not yet been overexposed.

 


-->

 

Tuesday, June 13, 2017 #9160
If we are airing 2 5" spots back to back do we take the GRP's / Reach as is or do we have to normalize it?

 

The Media Guru Answers(Thursday, June 22, 2017 ):
The Guru would count the GRPs twice and only use one occasion in Reach calculation

 


Additional GURU questions and answers are available in the Guru Archives

 


 

Home

About AMIC

Contact


  eTelmar.com
     North America
  eTelmar.com
     Europe
  eTelmar.com
     Asia / Pacific

Telmar.com
     International
  Telmar.asia
     China
  Telmar.ca
     Canada
  Telmar.fr
     France
  Telmar.hk
     Hong Kong
  Telmar.nl
     The Netherlands
  Telmar.co.uk
     United Kingdom
  Telmar.za
     South Africa

Media Guru
 
Ad Info
 
Ad Jobs
 
Ad News
 
Bookstore
 
Site & Ad Info
 
Industry Sites
 
AWool.com
 
Copyright © 1996 - 2012 Telmar Group Inc.; all rights reserved
Reuse of the contents of this site without the express written permission of the Telmar Group is strictly prohibited