Q1. What is the role of Media Buyer?

Explain in detail
Media Buyer responsibilities:
Media buyers work in advertising and media agencies negotiating, purchasing and monitoring media
space on behalf of their clients. They aim to reach the highest number of people in the target audience at
the lowest possible cost.
Chosen media may include newspapers, magazines, posters, internet, television and cinema. Media
buyers work across a range of media or specialise in one particular area. They often work on more than
one client account at a time.
In some full service agencies, offering both creative and media, the role of media buyer is often combined
with media planner.
Media Buyer is responsible for purchasing media space or time, as well as developing the campaign and
researching how it will be most effective for the client. Their mission is to find a combination of media that
will enable the marketer to communicate the message in the most effective manner possible at the minimum
cost.
1. Providing inside info
Media buyers are important information sources for media planners. Close enough to day-to-day changes in
media popularity and pricing to be a constant source of inside information
2. Selecting Media Vehicles
Choose the best vehicles that fit the target audience’s aperture. The media planner lays out the direction; the
buyer is responsible for choosing specific vehicles
3. Negotiation
Media buyers pursue special advantages for clients. Locate the desired vehicles and negotiate and maintain
satisfactory schedule and rates
4. Preferred Positions
Locations in print media that offer readership advantages. Preferred positions often carry a premium
surcharge
5. Billing and Payment
It is the responsibility of the advertiser to make payments to various media. The agency is contractually
obligated to pay the invoice on behalf of the client
6. Monitoring the Buy
The media buyer tracks the performance of the media plan as it is implemented, as well as afterward. Poorly
performing vehicles must be replaced or costs must be modified
7. Make-Goods
A policy of compensating for missed positions or errors in handling the message presentation. Ensure that
the advertiser is compensated appropriately when they occur
8. Post-campaign Evaluation
Once a campaign is completed, the planner compares the plan’s expectations and forecasts with what
actually happened. Provides guidance for future media plans
Q2. What is the role of Media Planner? Explain in detail
Role of Media Planner:
Media planners perform the following basic functions:
1. Conduct media research
2. Determine media objectives and strategies
3. Determine the media mix
4. Do the actual media buy
5. Media planners work within advertising agencies or media planning and buying agencies. They enable
their clients to maximise the impact of their advertising budgets through the use of a range of media.
6. Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure
that campaigns reach their target audiences as effectively as possible.
7. They apply knowledge of media and communication platforms to identify the most appropriate medium
for building awareness of a clients brand. Some agencies may combine the role of planner with the role of
media buyer. Media planners usually work on several projects at the same time, often for a number of
different clients.
8. Working with the client and the account team to understand the clients business objectives and advertising
strategy. Liaising with the creative agency team, clients and consumers to develop media strategies and
campaigns. Making decisions on the best form of media for specific clients and campaigns. Undertaking
research and analyzing data. Identifying target audiences and analysing their characteristics, behaviour and
media habits.
9. Presenting proposals, including cost schedules to clients.
10. Recommending the most appropriate types of media to use, as well as the most effective time spans and
locations.
11. Working with colleagues, other departments and media buyers either in-house or in a specialist agency.
12. Making and maintaining good contacts with media owners, such as newspapers, magazines and
websites.
13. Managing client relationships to build respect and trust in your judgment.
14. Proofreading advertisement content before release.
15. Maintaining detailed records and evaluating the effectiveness of campaigns in order to inform future
campaigns.
Q3. What is Media Audit? Explain in detail
Media Audit
Media auditing is the practice of checking that the media that a client has bought is in the right places, at
competitive prices. Being in the ‘right places’ is critical here: firstly, the audit has to establish that the media
was transmitted, and if that is so, then that its placements are appropriate for the target audiences,
environments and tasks that the advertising client needed for his brands. To take an extreme example, there
is little point in advertising denture fixative in a kids’ TV programme, however cheaply the airtime in that
programme has been bought.
Why media audit?
Media is typically the single largest line-item in the marketing budget (the making of the ad itself is typically
about a sixth of the size of the media spend). For some organizations, media space or time (ie airtime on the
TV or radio) is actually the single biggest purchase they make – ahead of any single raw materials cost.
Because the sums involved are large, and because they can be cost-controlled via a media audit, it is simply
good business practice.
Who uses media auditing?
In some markets, it is easier to answer who doesn’t! Most major advertisers use media auditors in markets
where developed solutions are possible. Most of the Ad-Age Global
At the basic level, media audits help marketers to check media rates they’re paying vis a vis the competition.
At a tactical level, media audits can report on the efficacy of media plans for a given time period. This
includes suggesting alternate media options available to replace / supplement the existing mix.
And finally at a process level, media audits can track processes deployed at the marketer’s end and map
them vis a vis “best practices” in the industry, minimizing. Thus, a media audit can be seen as a periodic
review of the constantly evolving media scene from the advertiser's viewpoint.
Scope of Media Audit
An independent media audit team acts as independent consultant to brand marketers. To assess whether the
marketer’s media agency & their offering are aligned to the business needs of the client. In order to that a
media audit team provides the following services:
· Process Audit
· Planning Audit with New Media Options
· Buying Audit
Thus, Media Audit scrutinizes processes of media buying, scheduling, planning, rates across media and
compares it with a benchmark. Media Audit essentially examines whether client got what it ordered, and if
you they are paying for what they intended. There is various aspect of Media audit.
a. Financial Audit: This audit essentially examines whether client got what it ordered, and if they are
paying for what was intended. Another aspect of financial audit is the payment. Client pays Media Buying
Agency (MBA), who in turn pays the media supplier. Did client money reach them, and did it reach on the
due date? That involves reconciliation between what client paid for and
where it went. Apart from this, there is also a need to check if the authority is being
exercised correctly.
b. 'Return of rebates and discounts': The second type of audit is what is called 'return of rebates and
discounts', which some media owners give the MBA directly for space or airtime bookings in excess of a
certain volume.
So, MBAs push advertisers to spend on a given medium or channel to gain volumes, and thus rebates. It is
called agency volume discount. Advertisers would want that discount passed back to them, in proportion to
their spends.
c. critique: The third aspect media audit is a critique on the way media planning has been done by the
agency. Media audit examine if where client advertised was correctly optimized, both in terms of cost and in
terms of thinking. A critique can, therefore, go into the kind of media chosen and then make qualitative
assessments and comments. The media auditor audits the media plan to examine if the plan was fair and
optimum.
Q4. What are the 5 elements in media objective statement?

Media Objective:
Media objective Outline what the media plan is expected to accomplish. Because the media objectives tell
what is to be accomplished, they do not mention specific media selection yet. Media selection is at the
strategy level; objectives deal only with what is to be done. E.g. Use media that will provide broad national
coverage to support national sales and distribution.
There are broadly five elements in media objective statements:
a. Target Audience
b. Reach
c. Frequency
d. Message Weight
e. Message Distribution
a. Target Audience: who to reach
Which is the audience for our product? This happens to be the most important consideration in the media
decisions. The media planner first examines their market plans and advertising plans. These provide them
details about the audience in terms of age, religion, sex, education – these are demographic characteristics.
It can be describe in terms of their income and occupation. Audience can also be described in
psychographics terms – activities, interest, and opinions forming a life style, personality traits, and brand
preferences. After having a complete picture of our target audience, media planner undertakes the study of
the media’s readership in terms of demographic, economic and psychographics terms.
Agencies conduct their own media research. Even media itself provides a demographic profile of their
readers. There are readership surveys to guide us. Media Planner has to select those media vehicles whose
demographic profile matches the target audience of product. First they target product to a segment of the
market. Then they have to select that media vehicle which reaches this segment.
b. Reach
Reach indicates a percentage of target audience who is exposed at least once in a given period to a particular
media vehicle. It does not matter how many times they actually see or hear the ad message.
Thus Reach is the percentage of an audience that has had the opportunity to be exposed to a
media vehicle within a specified period.
Def: The net unduplicated number of people that the plan covers at least once in the defined period
Thus Reach can be defined as the total number of different people (or households) exposed to the
advertising schedule during a specified time
Reach can be expressed as either a percentage or as a raw number.
Effective reach is an extension of target marketing and is defined as the percentage of an audience that is
exposed to a certain number of messages or has achieved a specific level of awareness. The Effective reach
describes the quality of the exposure, measuring the number or percent-age of the audience who receive
enough exposures to truly receive the message. Some researchers maintain three OTSs over a four-week
period.
c. Frequency
Frequency refers to the number of times the receiver is exposed to the media vehicle. Also Frequency refers
to the number of exposures to the same message that each household supposedly receives. Frequency is
important because repetition is the key to memory.
Average frequency: gives the average number of times people or households in our target audience are
exposed to a media vehicle.
Average frequency means that the average household is exposed to the message (x.) times. Since
frequency may differ for different set of households the average frequency is
Average frequency = total exposure for all households
Reach
EFFECTIVE FREQUENCY: Is defined as the minimum number of times a communication must be
exposed to a viewer/potential consumer to positively impact on that consumer’s buyer / purchasing
behaviour. Thus Effective Frequency is the average number of times a person must see or hear a message
before it becomes effective (between a minimum level that achieves awareness and a maximum level that
becomes overexposure that leads to “wear out” and irritates customers).
d. Message Weight:
Message weight: media planners often define media objective by the schedule's message weight, the total
size of the audience for a set of ads or an entire campaign. Message weight can be expressed as:
1. Advertising impression or OTS: possible exposure of the advertising message to one
audience member, sometimes called an opportunity to see (OTS). OTS is measuring the
strength of the medium/its efficiency at reaching and conveying a message to consumers.
The number of times a specific advertisement is delivered to a potential customer.
The term, "Opportunities to see", is used to clarify that all reported audiences are not the same.
In magazines, a reader has recognized the magazine and some editorial to prove that they read
the magazine. In local TV, viewers watched five minutes out of the quarter-hour in which the
ad ran -- these are not necessarily comparable measures of audience. Media planners/analysts
will often then adjust the OTC by some noticing adjustment: what percentage of each vehicle is
actually likely to notice the ad. OTS clarifies that no further adjustment has been made to the
gross audience estimates, that it is the number of people who have read the magazine not the
number who read a particular ad.

An OTC is generated every time someone picks up a copy, and that can be more than 10 times
the circulation.
2. Gross Impressions: the total number of potential exposures (audience size by the number of
times the ad message is used during a period). As gross impressions are often expressed in
millions and are awkward to handle, media planners prefer to use percentages — or a rating,
for example, a rating of TV households is the percentage of homes exposed to an ad medium.
A rating of 20=20% of the households with TV sets; television households, or (TVHH). Each
exposure is counted as one impression.
E.g. suppose an advertiser puts advertisements on a programme of a TV channel viewed five
times by 6000 people in the target audience and seven times by 6000 people in a four week
period. Also suppose during the same four week period, the ad is put another programme of a
second TV channel viewed 3 times by 3000 people in the target audience, the gross
impressions would be:
Gross impression = (6000 x 5) + (6000 x 7) + (3000 x 3) = 81000

3. Gross Rating Points (GRPs) and Gross Viewership per thousand (GVT): In advertising, a
gross rating point (GRP) or Gross Viewership in thousand (GVT) is a measure of the size
of an advertising campaign by a specific medium or schedule. It does not measure the size of
the audience reached.
The total weight of a specific media schedule, computed by multiplying the reach, expressed
as a percentage of the population, by the average frequency. GRP or GVT if the sum of all
rating points delivered by the media vehicles carrying an advertisement or campaign.

Thus Gross Rating Points (GRPs) equal Reach times Frequency, expressed as a percentage.
Whereas Gross Viewership in thousand (GVT) equal Reach times Frequency, expressed as
per thousand.
The Simple Formula to Calculate GRPs

Gross Rating Points (GRPs) = Reach % x Frequency Print example

Broadcast example
6 (rating) X 5 (frequency) = 30 GRPs
GRPs or GVTs measure the total of all Rating Points during an advertising campaign. A Rating Point is
one percent of the potential audience. For example, if 25 percent of all targeted televisions are tuned to a
show that contains your commercial, you have 25 Rating Points. Media planners calculate total Reach,
average Frequency, and GRPs as part of the planning of a campaign. The goal is to obtain the highest
possible GRPs at the lowest possible cost, while remaining focused on the target market. After the
campaign, you can calculate actual Reach x Frequency = GRPs to produce a permanent record.
e. Message Distribution: Message-distribution objectives define where, when, and how often advertising
should appear. To answer these questions, a media planner must understand the following:
i. Audience size – simply the number of people in the medium's audience. In print media, for
example, Audit Bureau of Circulation actually counts and verifies the number of subscribers
(circulation) and multiplies by the number of readers per copy (RPC) to determine total
audience.
ii. Recency planning is based on the belief that most advertising works by influencing the brand
choice of consumers who are actually ready to buy. This would suggest that continuity is the
most important objective.
Recency theory refers to the belief that advertisements and promotions are most effective when they air
immediately prior to the time of decision, and that the influence of ad exposure diminishes with time.
Exposure to fast food ads, for example, is optimal when it occurs just before dinnertime, and exposure to
movie ads is best just prior to the movie release.
Q5. What is communication mix
COMMUNICATION MIX
Communications Mix are the means by which firms attempt to inform, persuade, and remind
consumers, directly or indirectly, about the products and brands they sell. What is Communication
Mix: “Communication Mix” is aimed at not only creating awareness about the product/service but also
at persuading the customer to use and experience it.
Communication Mix is also called as “Promotion Mix”. The Communications Mix is the specific mix of
advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to
pursue its advertising and marketing objectives. Promotion involves disseminating information about a
product, product line, brand, or company. It is one of the four key aspects of the marketing mix.
1. Advertising: Any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
2. Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales
and building customer relationships. Communication processes in which sales associates help customers
satisfy their needs through face-to-face exchanges of information.
3. Public relations: Building good relationships with the company’s various publics by obtaining
favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors,
stories, and events. Public Relations (PR).
4. Direct marketing: Direct communications with carefully targeted individual consumers to obtain
an immediate response and cultivate lasting customer relationships. Direct marketing is the use of consumer-
direct channels to reach and deliver goods and services to customers without using market middlemen.
5. Sales promotion: Short-term benefits or incentives to encourage the purchase or sale of a product
or service.
6. Events: A promotional activity such as festival, sporting event, concert or other activity that draws
the right people and gets your message across in the best way possible.
7. Sponsorship: Sponsorship is about providing money to an event, in turn the product or company
is acknowledged for doing so. Sponsorship helps the company improve its image and public relations within
the market.
8. Viral Marketing: Viral marketing occurs when consumers pass on or recommend
product/company/website to others. This could be via email, or bulletin boards or word of mouth.
Viral marketing may take the form of video clips, interactive Flash games,
advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most
commonly utilized transmission vehicles for viral messages include: pass-along based, incentive based,
trendy based, and undercover based. However, the creative nature of viral marketing enables an "endless
amount of potential forms and vehicles the messages can utilize for transmission", including mobile devices.
The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral
messages that appeal to individuals with high social networking potential (SNP) and that have a high
probability of being presented and spread by these individuals and their competitors in their communications
with others in a short period of time.
9. Merchandising: Merchandising refers to the methods, practices and operations conducted to
promote and sustain certain categories of commercial activity. The term is understood to have different
specific meanings depending on the context. Merchandise is sale goods at a store
10. Word-of-Mouth Marketing: Word of mouth, or viva voce, is the passing of information from
person to person by oral communication, which could be as simple as telling someone the time of day.
Storytelling is a common form of word-of-mouth communication where one person tells others a story about
a real event or something made up. Oral tradition is cultural material and traditions transmitted by word of
mouth through successive generations. Storytelling and oral tradition are forms of word of mouth that play
important roles in folklore and mythology. Another example of oral communication is oral history—the
recording, preservation and interpretation of historical information, based on the personal experiences and
opinions of the speaker.
Oral history preservation is the field that deals with the care and upkeep of oral history materials collected
by word of mouth, whatever format they may be in.
In marketing, word-of-mouth communication (WOM) involves the passing of information between a non-
commercial communicator (i.e. someone who is not rewarded) and a receiver concerning a brand, a product,
or a service.
When WOM is mediated through electronic means, the resulting electronic word of mouth (eWoM) refers to
any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news
feeds) about a product, service, brand, or company.
If the sender of word-of-mouth communication is rewarded than this process is referred to as word-of-mouth
marketing, which relies on the added credibility of person-to-person communication, a personal
recommendation. Using WOM as an opposing force to commercially motivated word-of-mouth marketing
has been coined Proconsumer WOM.
11. Interactive marketing: Interactive Marketing refers to the evolving trend in marketing whereby
marketing has moved from a transaction-based effort to a conversation. Interactive marketing features the
ability to address an individual and the ability to gather and remember the response of that individual”
leading to “the ability to address the individual once more in a way that takes into account his or her unique
response.

Interactive marketing is not synonymous with online marketing, although interactive marketing processes
are facilitated by internet technology. The ability to remember what the customer has said is made easier
when we can collect customer information online and we can communicate with our customer more easily
using the speed of the internet. Amazon.com is an excellent example of the use of interactive marketing, as
customers record their preferences and are shown book selections that match not only their preferences but
recent purchases.
12. Mobile Marketing: Mobile marketing is marketing through wireless handheld devices, such as
cellular telephones, and m-commerce or mobile commerce involves completing a transaction via the cell
phone.
13. Telemarketing: Telemarketing is a method of direct marketing in which a salesperson solicits
prospective customers to buy products or services, either over the phone or through a subsequent face to face
or Web conferencing appointment scheduled during the call. Telemarketing can also include recorded sales
pitches programmed to be played over the phone via automatic dialing.
14. Brand identity: How a business wants a brand's name, communication style, logo and other
visual elements to be perceived by consumers. The components of the brand are created by the business
itself, making brand identity the way in which a business wants consumers to perceive its brands, not
necessarily how it is actually perceived. Brand identity is different than brand image, which is what
consumers actually think. It is constructed by the business itself. A negative gap between brand identity
and brand image means a company is out of touch with market sentiment, which will make selling its
products more difficult. The brand image held by consumers can reach a point at which a business or
product has to rebrand itself or risk not bringing in sales.

15. Corporate identity: A corporate identity is the overall image of a corporation or firm or business
in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the
corporate communications department to maintain and build this identity to accord with and facilitate the
attainment of business objectives. It is usually visibly manifested by way of branding and the use of
trademarks.
Corporate identity comes into being when there is a common ownership of an organizational philosophy that
is manifest in a distinct corporate culture. At its most profound, the public feel that they have ownership of
the philosophy. Corporate identity helps organizations to answer questions like “who are we?” and “where
are we going?” Corporate identity also allows consumers to denote their sense of belonging with particular
human aggregates or groups. In general, this amounts to a corporate title, logo (logotype and/or logogram)
and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the
identity is applied and confirm approved colour palettes, typefaces, page layouts and other such.

16. Point-of-purchase advertising: Displays, signs, structures, and devices that are promotional, and
are used to identify, advertise, or merchandise an outlet, service, or product and serve as an aid to retail
selling. The key word here is promotional. Merely stocking a shelf with soap or cereal doesn't make for
POP. Nor does a sign that says "Meat Department."
MAJOR TYPES OF POP
 Signs
 Shelf media, such as shelf-talkers and shelf strips, may be attached to existing fixtures, and they
don't take up precious floor, wall, or counter space.
 Windows Displays.
 Instore Commercials.
 Standees
17. In film advertising: In-film advertising, in its most effective form, is about a brand being a part
of the cinema's content. Many global brands are now turning to this medium for the sheer impact that a
movie can make on its audiences. A brand using the medium of cinema to promote its message. A number
of marketers are now using movies to project the core values of their brands.
18. Transit advertising: Advertising that appears inside and outside on public transport vehicles, in
waiting areas, and at stations and terminals. Transit is targeted at the millions of people who are exposed to
commercial transportation facilities, including buses, taxis, commuter trains, elevators, trolleys, airplanes,
and subways. The increased number of women in the work force, audience segmentation, and the rising cost
of TV advertising.
19. Ambient Advertising: Ambient Advertising definition is: The placement of advertising in
unusual and unexpected places (location) often with unconventional methods (execution) and being first or
only ad execution to do so (temporal). Newness, creativity, novelty and timing are key themes in ambient
advertising. This definition is deliberately narrow and attempts to exclude ‘mainstream’ advertising Implicit
in this definition are that Ambient is a moveable and somewhat subjective term and will shift according to
the advertising norms of the day.
Q6. What are the 6 principles of Influence?
Six Principles of Influence
Principle #1: Reciprocation
Reciprocation recognizes that people feel indebted to those who do something for them or give them a
gift. For marketers, the implication is you have to go first. Give something: give information, give free
samples, give a positive experience to people and they will want to give you something in return. The
reciprocation principle explains why free samples can be so effective. People who receive a free,
unexpected gift are more likely to listen to a product’s features, donate to a cause, or tip a waitress more
money. The gifts do not have to be expensive or even material; information and favors can work.
Principle #2: Social Proof
When people are uncertain about a course of action, they tend to look to those around them to guide their
decisions and actions. They especially want to know what everyone else is doing –especially their peers.
“Laugh tracks on comedy shows exist for this very reason,” Testimonials from satisfied customers show
your target audience that people who are similar to them have enjoyed your product or service. They’ll be
more likely to become customers themselves.
A similar principle applies to television commercials that say: “If our lines are busy, please call again.”
Instead of saying “Operators are standing by.” The first response implies that other people like your offer
so much that the phone lines are busy, which may persuade others to act similarly.
Principle #3: Commitment and Consistency
People do not like to back out of deals. We’re more likely to do something after we’ve agreed to it
verbally or in writing. People strive for consistency in their commitments. They also prefer to follow pre-
existing attitudes, values and actions. People want to be both consistent and true to their word. Getting
customers or co- workers to publicly commit to something makes them more likely to follow through
with an action or a purchase.
Ask your team members if they’ll support your next initiative and say why. Getting people to answer
‘yes’ makes them more powerfully committed to an action. For instance, don’t tell people: “Please call if
you have to cancel.” Asking “Will you please call if you have to cancel?” gets customers to say yes, and
measurably increases their response rates.
Age matters: The older we get, the more we value consistency. And that makes it harder for older people
to make a change. Researcher Stephanie Brown co-authored a 2005 study titled “Evidence of a positive
relationship between age and preference for consistency,” published in the Journal of Research in
Personality. The study confirmed the belief that older people become “set in their ways.” The solution?
Praise them for making good past decisions, based on the information they had at the time. Then find
ways to stress the consistent values connecting old actions and purchases with values underlying any new
actions or purchases.
Principle #4: Liking
“People prefer to say ‘yes’ to those they know and like,”. People are also more likely to favor those who
are physically attractive, similar to themselves, or who give them compliments. Even something as
‘random’ as having the same name as your prospects can increase your chances of making a sale.
“One of the things that marketers can do is honestly report on the extent to which the product or service –
or the people who are providing the product or service – are similar to the audience and know the
audience’s challenges, preferences and so on. So, for instance, sales people could improve their chances
of making a sale by becoming more knowledgeable about their prospects’ existing preferences.
Principle #5: Authority
People respect authority. They want to follow the lead of real experts. Business titles, impressive
clothing, and even driving an expensive, high-performing automobile are proven factors in lending
credibility to any individual. Giving the appearance of authority actually increases the likelihood that
others will comply with requests – even if their authority is illegitimate.
When people are uncertain, they look outside themselves for information to guide their decisions. Given
the incredible influence of authority figures, it would be wise to incorporate testimonials from legitimate,
recognized authorities to help persuade prospects to respond or make purchases.
Principle #6: Scarcity
In fundamental economic theory, scarcity relates to supply and demand. Basically, the less there is of
something, the more valuable it is. The more rare and uncommon a thing, the more people want it.
Familiar examples are frenzies over the latest holiday toy or urban campers waiting overnight to pounce
on the latest iPhone.
“The tendency to be more sensitive to possible losses than to possible gains is one of the best-supported
findings in social science.” Therefore, it may be worthwhile to switch your advertising campaign’s
message from your product’s benefits to emphasizing the potential for a wasted opportunity:
- “Don’t miss this chance…”
- “Here’s what you’ll miss out on…”
In any case, if your product or service is genuinely unique, be sure to emphasize its unique qualities to
increase the perception of its scarcity.
Q7. Sum
If 1500 people in the target audience tune in an FM radio programme 3 times during a four week period,
and 1500 people tune in 6 times, the calculation would be Total Number of exposures = (1500 x 3) +
(1500 x 6)
= 13,500
Total audience reach = 1500 + 1500
= 3000
Average Frequency = Total Number of Exposures
Total Audience Reach
Average frequency = 13500 = 4.5
3000

In our example, we reach 3000 people 4 ½ times on an average. It does not necessarily mean that
everyone has 4.5 exposures. It is just an average. Generally, a single exposure may not work either in
creating an awareness or provoking someone to buy.