The following is a guest blog post from Bob Gramer, founder of media buying and advertising consulting company Multiple Media Consultants.
When playing the numbers games in media analysis, there are two things we are always concerned about…reach and frequency.
The goal is to reach as many target potential customers with enough frequency to make sure the message is received and understood. With radio, frequency becomes even more important since we are working with only the sense of hearing in a limited span of time.