The much quoted Michael Porter said, “Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.” This applies to media planning in toto.
Reach:Where more is good. Reminding as many consumers as possible before purchase
Frequency: Where often is better. Focus only when there is a new and complex message aimed at changing behavior/habit
SOV: Where outshouting is religion. Gets into focus in a compelling competitive scenario
Steadiness: Where continuity matters. Reminding consumers every day
The traditional model of the FMCG inspired world was to emphasize maximizing of reach among the target audience and building continuity except where a radical change of behavior or habit was required.
Alas! That world is now no longer the real world. It has crumbled and blown away due to multiple factors.
The factors blowing in the change include:
Optimism that makes consumers see beyond the conventional
Youth as the vast majority of new media consumers
A technology-enabled and intermediated way of life
Breaking down of traditional habits