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In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame. [1] This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated ...
RFM-I – Recency, Frequency, Monetary Value – Interactions is a version of RFM framework modified to account for recency and frequency of marketing interactions with the client (e.g. to control for possible deterring effects of very frequent advertising engagements).
Frequency is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period. Effective frequency refers to the minimum number of media exposures in order to achieve a specified communication goal Effective reach refers to the reach (% of households or people) at the effective frequency ...
This is an example of "Integrated Marketing Communications", in which multiple marketing channels are simultaneously utilized to increase the strength and reach of the marketing message. Like television, radio marketing benefits from the ability to select specific time slots and programs (in this case in the form of radio stations and segments ...
In addition to reach, frequency of exposure is another important statistics used in advertising management. When reach is multiplied by average frequency, a composite measure called gross rating points (GRPs) is obtained. Reach can be calculated indirectly as: reach = GRPs / average frequency. [4]
Since "the required frequency changes with the product and the competitive climate it is in", [2] the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign. [3] GRP values are commonly used by media buyers to compare the advertising strength of components of a media plan.
Customer lifetime value has intuitive appeal as a marketing concept, because in theory it represents exactly how much each customer is worth in monetary terms, and therefore exactly how much a marketing department should be willing to spend to acquire each customer, especially in direct response marketing.
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.