International Encyclopedia of Communication Online

Extract

The frequency and timing of advertising message exposures plays an important role in advertising campaign management, specifically media planning. However, when planning an advertising campaign, this is not as important as addressing questions about the advertising goal (what is to be achieved), the target groups (who is to be reached), and the budget (amount). The question at the heart of the overall strategy is how many exposures are ideally needed to reach a target person and within what time frame (→  Advertisement Campaign Management ; Advertising Strategies ; Media Planning ). A number of restrictions must be faced when resolving this question: the budget is limited, the time frame of the advertising campaign is often determined by exterior circumstances, the chosen media are not endlessly available, etc. Determination of the exposure frequency and timing is also closely linked to other elements of the media schedule. Generally though, this is a multilayered, interactive, and, in the ideal case, integrated process. In practice, the decisions of media planners are strongly influenced by their own experiences and the standard work processes in their companies. However, there are a whole range of supportive tools and theories. The number of times a target person is exposed to an advertisement is by no means the only control parameter used in media planning. One of the most ... log in or subscribe to read full text