Question

A certain advertising campaign achieves this frequency distribution: exposed 1 times: 19% exposed 2 times: 19%...

A certain advertising campaign achieves this frequency distribution: exposed 1 times: 19% exposed 2 times: 19% exposed 3 times: 19% exposed 4 or more times: 15% The rest of the population was not exposed at all. If effective frequency for this ad is 3 exposures, calculate effective reach. Report as a percent. Report 25%, for example, as "25".

MARKETING METRICS IS THE SUBJECT OF THE QUESTION.

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Answer #1

exposed 1 times: 19%

exposed 2 times: 19%

exposed 3 times: 19%

exposed 4 or more times: 15%

Frequency = 3 exposure

Effective reach can be expressed as the number of people who have seen a particular advertisement or the percentage of the population that has been exposed to that advertisement at a frequency greater than or equal to the effective frequency.

Effective Reach = Individuals Reached with Frequency Equal to or Greater Than Effective Frequency

Because the effective frequency is 3, only those who have seen the advertisement three or more times have been effectively reached

Effective reach = 19% + 15% = 34%

Therefore the total effective reach

= effective reach/total exposure

= 34 / (19+19+19+15)

= 34/ 72

REACH = 47%

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