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A number of key definitions are essential for media planning purposes: [109] Reach is defined as the number of households (or people) exposed to an advertising message in a given time period. Frequency is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period.
Reach can be expressed as a number of people in a population exposed to an advertisement, or as a percent of the population. [ 1 ] For example, in the UK , BARB defines the reach of a television channel as the percentage of the population in private households who view a channel for more than 3 minutes in a given day or week. [ 2 ]
TURF analysis, an acronym for "total unduplicated reach and frequency", is a type of statistical analysis used for providing estimates of media or market potential and devising optimal communication and placement strategies given limited resources. TURF analysis identifies the number of users reached by a communication, and how often they are ...
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 ...
A firm can design any number of channels they require to reach customers efficiently and effectively. Channels can be distinguished by the number of intermediaries between producer and consumer. [6] If there are no intermediaries then this is known as a zero-level distribution system or direct marketing.
Dialogue Marketing uses a combination of traditional and technological efforts to reach customers, invite them to connect, foster ongoing relationships and forge new ones. Dialogue marketers work with companies to design customized engagement plans and processes that are not only effective and efficient but sustainable and measurable.
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Marketing and Marketing Concepts are directly related. Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential: [27] Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death.