Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
10. Media Planning and
Strategy
GRPs are based on the total audience the media schedule may reach; they use a duplicated
reach estimate. Target ratings points (TRPs) refer to the number of people in
the primary target audience the media buy will reach—and the number of times.
Unlike GRP, TRP does not include waste coverage.
Given that GRPs do not measure actual reach, the advertiser must ask: How many
GRPs are needed to attain a certain reach? How do these GRPs translate into effective
reach? For example, how many GRPs must one purchase to attain an unduplicated
reach of 50 percent, and what frequency of exposure will this schedule deliver? The
following example may help you to understand how this process works.
First you must know what these ratings points represent. A purchase of 100 GRPs
could mean 100 percent of the market is exposed once or 50 percent of the market is
exposed twice or 25 percent of the market is exposed four times, and so on. As you can
see, this information must be more specific for the marketer to use it effectively. To
know how many GRPs are necessary, the manager needs to know how many members
of the intended audience the schedule actually reaches. The graph in Figure 10-20
helps make this determination.
In Figure 10-20, a purchase of 100 TRPs on one network would yield an estimated
reach of 32 percent of the total households in the target market. This figure would
climb to 37.2 percent if two networks were used and 44.5 percent with three. Working
backward through the formula for GRPs, the estimate of frequency of exposure—
3.125, 2.688, and 2.247, respectively—demonstrates the trade-off between reach and
frequency.
As an example of a media buy, Denny’s purchased 1,300 GRPs in a 10-week period
to introduce a new Grand Slam promotion. This purchase employed TV spots in 28
markets and was estimated to reach 40 percent of the target audience an average of 17
times. To determine if this was a wise media buy, we need to know whether this was an
effective reach figure. Certainly, reaching 40 percent of the target market is attractive.
But why was the frequency level so high? And was it likely to be effective? In other
words, does this level of GRPs affect awareness, attitudes, and purchase intentions?
A number of researchers have explored this issue. David Berger, vice president and
director of research at Foote, Cone & Belding, has determined that 2,500 GRPs are
likely to lead to roughly a 70 percent probability of high awareness, 1,000 to 2,500
would yield about a 33 percent probability, and less than 1,000 would probably result
in almost no awareness. 6 David Olson obtained similar results and further showed that
as awareness increased, trial of the product would also increase, although at a significantly
slower rate. 7 In both cases, it was evident that high numbers of GRPs were
required to make an impact.
Figure 10-21 summarizes the effects that can be expected at different levels of exposure,
on the basis of research in this area. A number of factors may be operating, and
direct relationships may be difficult to establish. 8 In addition to the results shown in
Figure 10-21, Joseph Ostrow has shown that while the number of repetitions increases
awareness rapidly, it has much less impact on attitudinal and behavioral responses. 9
Percent
reach
100
90
80
70
60
50
40
30
20
10
Daytime Television: Total Household
100 200 300 400 500 600 700 800 900 1000
Target ratings points
A = 1 network B = 2 networks C = 3 networks
C
B
A
© The McGraw−Hill
Companies, 2003
Figure 10-20 Estimates of
reach for network TRPs
319
Chapter Ten Media Planning and Strategy