PM - Objetivos de Mídia: Frequência

Summary

This video discusses the critical aspect of defining frequency objectives in media planning. It emphasizes that frequency refers to the average number of times individuals are exposed to an advertising message during a campaign. The presenter explains the importance of understanding low and high-frequency thresholds, with a recommendation of at least three exposures for effective communication. Different contexts, such as brand stability and market conditions, influence the required frequency for optimal audience impact. Ultimately, the video encourages viewers to apply this knowledge practically by analyzing distinct brands and their advertising strategies.

Takeaways

• 😀 Frequency refers to the number of times an individual or household is exposed to an advertisement during a campaign.
• 😀 Defining an average frequency helps determine how often the target audience should be impacted by the campaign.
• 😀 A low frequency is considered to be three exposures, while anything above eight is categorized as high frequency.
• 😀 Established brands may have low frequency goals because they already have high market awareness.
• 😀 High frequency is essential for new product launches, habit formation, or in competitive markets to remain top of mind.
• 😀 Brands with low consumer loyalty may need to increase frequency to ensure consumers remember them at the point of sale.
• 😀 The effective frequency is calculated based on market context, communication context, and media context.
• 😀 A weighted average is used to determine effective frequency by evaluating various factors impacting message understanding.
• 😀 Established brands like Coca-Cola typically require fewer impacts to achieve understanding due to brand familiarity.
• 😀 It's important to tailor frequency objectives based on whether the brand is established or new to effectively reach the audience.

Q & A

What is the definition of frequency in media planning?

Frequency refers to the number of times an individual or household is exposed to an advertising message during a campaign over a specified period.

What is considered low frequency in advertising?

Low frequency is defined as at least three exposures to the advertising message.

When is frequency considered high in media planning?

Frequency is considered high when it exceeds eight exposures.

Why is frequency important for advertising campaigns?

Frequency is crucial because it affects how well the target audience retains the message, recognizes the brand, and ultimately decides to take action, such as making a purchase.

What factors should be considered when determining frequency objectives?

Factors include market context, brand establishment (whether the brand is new or well-known), and the communication strategy used in the campaign.

How is effective frequency calculated?

Effective frequency is calculated by evaluating the context of the market, the communication message, and the media used, often using a weighted scoring system based on these factors.

What are the implications of having a low frequency for a campaign?

A low frequency may lead to insufficient exposure, which could result in the target audience failing to understand the message or remember the brand, thereby reducing the campaign's effectiveness.

What is a practical application of the frequency concept discussed in the video?

A practical application involves analyzing two brands in a classroom setting—one established and one new—to see how different contexts influence the required frequency for effective advertising.

How does brand loyalty affect frequency needs?

Products with low brand loyalty typically require higher frequency to ensure that consumers remember the brand when making a purchase decision, as they may choose based on price or other factors.

What can brands do if they find that their calculated effective frequency is too low?

If the calculated effective frequency is low, brands should consider increasing their frequency objectives to ensure better recall and understanding of their messaging among the target audience.