ABSTRACT
Setting media communication goals can be a challenge. The first data point one need to consider to set proper media communication objectives is brand's purchase cycle. It forms the frame of reference for establishing reach and frequency goals, as well as continuity. Media planners translate effective frequency into an effective reach level the percentage of the audience reached more than three times. This chapter discusses the setting communication goals based largely on achieving brand awareness. Setting the effective frequency level can be a complex process. In recency planning, the emphasis is on covering as many product purchase cycles as possible. Another way to approach the setting communication goals is to start with the response that are trying to achieve and working backward. Finally it is important to meld reach and frequency information with any sales or other response metrics to build the appropriate communication goals.
