ABSTRACT
The author once saw a new campaign come very close to being cancelled by client. A whole battery of effectiveness-tracking measures said the campaign was having a disappointing and marginal impact. The media weight for this campaign was around 150 TRPs per week. This means that the people who were the target market for the product were supposed to be exposed to it on average about 1.5 times a week. When planning a media schedule, the threshold TRP weights cannot be decided without taking account of the number of ad executions that will be used. How much media weight people need to get an effective response from advertising depends on the involvement of the audience as well as the number of ad executions they intend putting to air. Low- and high-involvement audiences process ads, and the information in them, quite differently. A crucial difference with low-involvement products is that the advertising has to capture the attention of the low-involved consumer.
