Local Media Strategies
One of the easiest and most cost-effective ways to add impact in your market and build even greater awareness for the Consumer Advertising Campaign is to coordinate your local advertising placements with the national campaign. Ideally, local efforts should be scheduled to run during the same weeks that the national advertisements are airing.
When planning your media buy, it is important to consider Gross Rating Points (GRPs). GRPs are based on the percentage of the target audience reached and the frequency of media, or number of times the average viewer sees or hears the commercial. These two variables—reach and frequency—are the key measures of the strength of any media schedule. A higher number of GRPs corresponds to a stronger schedule with more impact.