When it comes to reach versus frequency, a new product that has a high awareness objective may place greater emphasis on
A) flexibility
B) GRP's
C) impressions
D) reach
E) tactics

Question

Quizplus · Accepted Answer

A new product with a high awareness objective would prioritize reaching a wide audience in order to get the message out there and generate interest. Frequency is important, but secondary to initial reach in this case. They would likely prioritize tactics that can hit a large audience, such as TV or digital ads with high impressions, rather than tactics with a limited reach but high frequency, such as direct mail. GRPs and impressions are related metrics that help to measure reach, but are not the main focus. Flexibility is not as relevant to this objective.

When It Comes to Reach Versus Frequency, a New Product