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Maybe you could explain it, comparing advertising to a bus ride. You have ads on the outside and in the inside (that's the reach), and the amount of ads you have on the outside represent higher or lower frequency.
Voted as best: christhomson
Reach is how many people you talk to.
Frequency is how often you talk to them.
The key is balancing these two numbers so that you aren't talking to more people than you need, while talking just enough to people you want.
That's the simplest way I know to understand reach and frequency.
Another model worth using is RFM or Recency, Frequency and Monetary, proposed by Bob Stone. It's essential an equation for finding not just how often you reach out (frequency), but how soon between communications (recency) and how much you are spending compared to return on investment (ROI).
I've linked to Bob Stone's book and to my own site, where I have a marketing podcast and blog. Lots of resources. All free. Because I'm foolish.
Frequency is how often you talk to them.
The key is balancing these two numbers so that you aren't talking to more people than you need, while talking just enough to people you want.
That's the simplest way I know to understand reach and frequency.
Another model worth using is RFM or Recency, Frequency and Monetary, proposed by Bob Stone. It's essential an equation for finding not just how often you reach out (frequency), but how soon between communications (recency) and how much you are spending compared to return on investment (ROI).
I've linked to Bob Stone's book and to my own site, where I have a marketing podcast and blog. Lots of resources. All free. Because I'm foolish.
source(s):
http://www.amazon.com/Successful-Direct-Marketing-Methods-Stone/dp/00714582...
http://beancast.us
http://www.amazon.com/Successful-Direct-Marketing-Methods-Stone/dp/00714582...
http://beancast.us
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