Blog Archives
Reach and Influence
Written on November 18, 2011 at 7:52 pm, by Bart Foreman
Back in the days of Mad Men, advertising strategy was based on a simple equation of “reach and frequency.” The math was simple to understand: the brand will build its advertising plan based on how many eyeballs or ears the shows could reach and how often the brand could afford to send the advertising over the airwaves or through print media. The advertising mix was a few national and local television stations, a few radio stations and a few magazines and newspapers. The key word here is “few.”