The agency your are working at just landed a big client. A record label who works with up-and-coming artists and has successfully launched careers of several artists.
You are on the team responsible for the launch of a new album recorded by an up-and-coming rock band. They also plan to hold a multi-city tour in the next 4 months.
The record label has realized that in order to sell-out concerts, they need to maximize reach to audiences interested in "rock" for 1 month with multiple ads prior to the concert. You have video and image content as creative.
What are some of the recommendations you make for running these ads? Select all that apply. Choose ALL answers that apply.
A . You should use reach and frequency buying option and set frequency between 1-2 per week.
B . You should use reach and frequency buying option and set frequency between 5-6 per week.
C . You should use auction buying option and set frequency between 1-2 per week.
D . You should build a custom audience based on people interested in rock.
E . You should build a core audience based on people interested in rock related topics.
Answer: B,E
Explanation:
Generally, large brand advertisers are most successful when they focus on reaching more people. They can do that by choosing a lower frequency cap (like 1C2 ads per week).
However, newer brands with less brand recognition who are running shorter campaigns may create more memorable impressions by increasing their frequency cap to show more ads to a smaller group of people and maximize awareness.
In this case, since you have a "lesser known" rock band, you need to increase frequency up to 6 times per week. You also want to use "Reach and Frequency" since your objective is to maximize reach. Each time you see "maximize reach" in your campaigns, the answer will most likely be "reach and frequency".
You also want to build a core audience based on people interested in rock music in each city in order to run the advertising campaigns.