Advertising Reach and Frequency Explained

advertising reach frequency
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Working out what marketing methods to use can be a struggle. Two terms you need to understand when wrestling with this problem are marketing frequency and marketing reach. Do you know the difference?

What Is Marketing Frequency?

The term frequency in marketing refers to the number of times a single consumer is exposed to an advertisement in a single campaign. The magic number for an advertisement to influence consumer behaviour is reported to be three.

If a motorist happens to switch to a different radio channel by accident and hears an advert and never hears the advert again, marketing frequency is low and is likely not to work. However, if they hear the same advertisement repeatedly on the same radio station, marketing frequency will be higher, and it could influence their purchasing decisions.

What Is Marketing Reach?

Marketing reach is different. It does not concern with the number of times an advert is seen or heard by a consumer, but the type of consumer that is exposed to it. It refers to unique consumers that may be more interested in a product or service, which may be based on age, sex, residential area or social class.

Overall, marketing reach is about reaching specific people with your ad campaigns but does not consider marketing frequency.

Why Reach and Frequency Aren’t Always a Match

Marketing frequency and reach do not always work together. It is often the case that a marketing advertisement will be able to do one and not the other.

For example, TV advertisements during the most popular TV series will be seen by the masses repeatedly, but the type of people seeing them may not have the same specific demographics that the business is targeting. On the other hand, the sponsor of a single podcast will only be advertised once, yet many podcasts are extremely niche and attract a targeted demographic.

There are of course some marketing avenues that can do both well. Social media advertising is one of them because these adverts get seen by specific audiences but can be repeated often through timelines in consecutive days. Yet, there is a more cost-effective method.

Make the Most of Both with Leaflet Distribution

Leaflet distribution is one marketing method that can strike a fine balance between marketing frequency and reach. Leaflet distribution has a high-frequency rate because the leaflet remains in the household for an average of 38 days with them to be seen over again around the home.

Once you have purchased your leaflets, you can arrange a small group of local distributors to hand them out, placing them in specific building locations to be seen by all, or being handed out at a specific time or location, such as outside schools at 3pm to target parents, or at 5pm to catch those leaving work in business areas.

Choose Dor-2-Dor for Your Print Marketing

Dor-2-Dor are specialists in print-based marketing materials. We make sure your materials are professional, sleek and able to catch the eyes. Speak to us now and find out how we can help with your leaflets!

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The Essential Guide to successful door drop marketing includes information on how to carry out leaflet drops effectively