Advertising Lingo for the Advanced Salesperson

Consider these factors in making your media-buying decisions.

  • Reach means conveying your message to as many prospects as possible in your market area. For the best reach, use several types of media.
  • Frequency means the number of times your message is delivered in a particular time period. Frequency should be emphasized for building name recognition or promoting a quick sale. Emphasizing frequency usually means using fewer media more often.
  • Continuity indicates how long a particular promotional effort will run. Emphasizing continuity usually means using fewer, tested media for a long period.
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