The concepts of effective reach, effective frequency and ratings

Across the Gulf States, there are a wide variety of different outdoor advertising sites, from small indoor placements to huge outdoor advertising hoardings, and from static billboards to massive digital billboards. Increasingly common in Dubai, Abu Dhabi, and Riyadh are wide overpass billboards. In the role of a marketing agency, how would you select sites in the Gulf to advertise a new retail mall?

The Super Bowl is the most-watched program on television. Many tune in just to watch the ads.

Discuss the concepts of effective reach, effective frequency, ratings, gross rating points, brand recognition, brand recall, and opportunities to see as it relates to Super Bowl advertising. What are the advantages for a brand to advertise on television during the Super Bowl? What are the disadvantages?


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