8/8/2019 ajishReach

1/2

Reach The number of distinct people exposed to a retailer's ads in a specified period

Definition

Estimated number of the potential customers it is possible to reach through a an advertising medium or a

promotionalcampaign.

ReachThe number of individuals or households within a specific target audience that sees a

particularmarketing message. It can be stated as a percentage of the target audience.

Contributed by: MarcommWise Staff.

Product Solution

Promotion Information

Price Value

Placement Access

FREQUENCY MARKETING

Definition

Promotional program aimed at encouraging repeat sales by rewarding customers on buy frequently or on

regular basis.

Frequency marketing is a promotional strategy designed to reward regular customers as well as those who

buy in large quantities. The rewards vary but may include discounts and merchandise prizes. The main

goals of a frequency promotional program are repeat sales and customer loyalty. There are many ways

companies use frequency marketing to prompt customers to buy more of their products.

Reach is the number of people you touch with your marketing message or the number of people that are

exposed to your message. Frequency is the number of times you touch each person with your message. In

a world of unlimited resources you would obviously maximize both reach and frequency. However, sincemost of us live in the world of limited resources we must often make decisions to sacrifice reach for

frequency or vice versa.

For example, an air conditioning repair service who has decided to do a direct mail piece has to decide

whether to mail the entire Dallas/Fort Worth Metroplex once or to mail a quarter of the Metroplex fourtimes. An attorney who receives many of her clients through networking may have to decide whether to

attend one weekly networking meeting or four different monthly meetings.

8/8/2019 ajishReach

2/2

Rupee up by 20 paisevs dollar in morning tradeThe rupee gained 20 paise against the US currency in early trade on persistent selling of dollars by banks andcorporates coupled with sustained capital inflows into equity market.

At the Interbank Foreign Exchange (Forex) market, the local currency opened strong at 46.02/04 against its lastFriday's level of 46.15/16 per dollar and firmed up further to 45.95 a dollar at 10.30am.

The dollar fell against the yen in Tokyo today, slipping towards a 15-year low, after a disappointing US July payrollsreports boosted talk that the Federal Reserve could consider further easing monetary policy.

Sustained capital inflow from foreign funds into the equity market also boosted the rupee value against the dollar.

Upside bias remains, Nifty may see 5250-5575 range

Last week witnessed buoyancy even as the bulls and bears slugged it out for supremacy, in the back drop ofinternational volatility. The rally was led by the technology, banking and mid-cap sectors in that order as traderscovered shorts near 30-month highs.

The BSE and NSE combined exchange market breadth was positive as the figures were 11418:10087. Thecapitalisation of the same on a commensurate basis was also positive as the figures were Rs48,686 crore:Rs3,996crore. The NSE gained Rs75,349crore in market capitalisation on a week-on-week basis.Foreign institutional investors were net buyers to the extent of Rs2,450.6crore and that saw the rupee close at the46.16 levels vis-a-vis the dollar (against the previous weeks 46.41 levels). The US markets saw the Dow JonesIndustrial Average (DJIA) outperform the Nasdaq Composite by a comfortable margin.The UK FTSE 100 rallied in tandem with the DJIA. In the Asian region, the rally was powered by the Hang Seng,Nikkei 225, Shanghai Composite and the Straits Times Index, in that order.

The overseas cues are more or less positive and are unlikely to cause a major flutter downwards, unless freshnegative news emerges to spoil the bull party.

Technically, the domestic markets have seen extended gains as the headline indices scaled new calendar highs

before settling lower. This week the market is likely to range between the 5575 levels on the upsides and 5250 levelson declines.

The bullish pivot for the week is likely at the 5435 levels and the bearish pivot at the 5400 levels. The bias remainstowards the upsides and the bulls may continue to nurse their existing longs with a stop-loss at the 5360 levels.lachman.ramchand@gmail.com