Isolating and measuring promotional effectiveness alone is not a true picture of the total cause-and-effect that is relied on for creating demand for products and sales, leading to trail and eventual purchase. Just as advertising spending does not correlate to purchases, the same holds true for promotional programs. It is better to look at their effectiveness in isolation and measure only the factors or variables that the p0romotional program is meant to directly influence. Too often however promotional programs are broad in scope, long-term and lack that level of focus. As a result, measuring their effectiveness is difficult and often imprecise.

Media planning involves a tradeoff between reach and frequency. Explain what this means and give examples of when reach should be emphasized over frequency and vice versa.

In fact the essence of media planning is in balancing reach vs. frequency. Reach is defined as the percentage of an market...
[ View Full Essay]