reach

(noun)

Measurement of the size of the audience to whom you will communicate.

Related Terms

Examples of reach in the following topics:

  • Measuring Impact with Metrics

    • Reach is a measurement of the size of the audience to whom you will communicate.
    • Cost per Thousand (CPM) is the cost to reach 1,000 people or households.
    • Cost per Point (CPP) is the cost to reach one percent of the audience.
    • Reach can be calculated indirectly as: reach = GRPs / average frequency.
    • When faced with decisions of reach vs. frequency, this rule of thumb is helpful to remember: Reach without Frequency = Wasted Money

  • Global Marketing and the Internet

    • The internet has allowed marketers to benefit from reduced geographic and time constraints, and reach consumers in various new ways.
    • This same immediacy applies to global marketing, as it allows brands to reach consumers in various ways and offer a wide range of products and services simultaneously.
    • The scope and reach of the Internet is especially beneficial for companies looking to deliver public relations, advertising, and sales messaging consistently across a broad and diverse audience.
    • The costs of traditional media (television, radio, print and billboard advertising) limit this kind of reach to multinational markets.
    • For example, social networking websites and personalization features can offer valuable information for global marketers looking to access hard-to-reach and overseas markets.

  • Maturity

    • During the maturity stage, sales will peak as the product reaches market saturation, and competition will grow increasingly fierce.
    • During this stage, sales growth has started to slow down, and the product has already reached widespread acceptance in the market, in relative terms.

  • Determining a Budget

    • Everyone can't be your audience, so knowing who is can help you choose the best message and media to reach your goals.
    • But it is very unlikely that you are going to reach a senior citizen using the same media you need to reach a teenager.
    • Objective-task method - The budget is determined by calculating the costs of reaching specific promotional objectives and sum amounts.

  • Media Types and Scheduling

    • It reaches specific audiences at different times of the day—adults at breakfast, housewives during the day, and commuters during rush hours.
    • The 24-hour availability makes reach to a variety of customer sub-segments possible.
    • In addition, It is well-established and able to reach rural areas.
    • Though national audience numbers are down, this may be the most effective medium for reaching younger age groups, since the core audience is age 15 to 35.
    • Personal mobile phones are attractive advertising media to network operators and are gaining in power and reach.

  • Social Media

    • Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service.
    • As a marketing tool, social media is distinct from industrial or traditional media, is versatile, far-reaching, fast, relatively inexpensive, fosters brand awareness, and improves customer service.
    • Mobile social media on a wide array of devices, such as tablets, iPods, phones, and other new products, extend and expedite marketing reach.
    • Its reach is precise and easily aimed at a targeted audience.

  • Profit

    • In launching new products or considering the pricing of current products, managers often start with an idea of the dollar profit they desire and ask what level of sales will be needed to reach it.
    • The profit maximizing output is the one at which this difference reaches its maximum.
    • Since total profit increases when marginal profit is positive and total profit decreases when marginal profit is negative, it must reach a maximum where marginal profit is zero - or where marginal cost equals marginal revenue - and where lower or higher output levels give lower profit levels.

  • Stages in the Product Life Cycle

    • In the maturity stage of the product life cycle, sales will reach their peak.
    • In the decline stage of the product life cycle, sales will begin to decline as the product reaches its saturation point.

  • The Rate of Adoption

    • Within the rate of adoption there is a point at which an innovation reaches critical mass.
    • Everett Rogers outlines several strategies to help an innovation reach this stage:

  • Advantages of a Marketing Plan

    • It can serve as operational instructions for an organization -- A marketing plan provides a step-by-step guide detailing how you are going to reach your goals.
    • With a marketing plan, the organization knows the road to follow to reach its stated goal.