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.

Reach
The 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

Promotio → Information
n

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, since
most 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 four
times. 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.
Rupee up by 20 paise vs dollar in morning trade
The rupee gained 20 paise against the US currency in early trade on persistent selling of dollars by banks and
corporates 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 last
Friday'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 payrolls
reports 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 of
international volatility. The rally was led by the technology, banking and mid-cap sectors in that order as traders
covered shorts near 30-month highs.

The BSE and NSE combined exchange market breadth was positive as the figures were 11418:10087. The
capitalisation of the same on a commensurate basis was also positive as the figures were Rs48,686 crore:Rs3,996
crore. The NSE gained Rs75,349 crore in market capitalisation on a week-on-week basis. 
Foreign institutional investors were net buyers to the extent of Rs2,450.6 crore and that saw the rupee close at the
46.16 levels vis-a-vis the dollar (against the previous week’s 46.41 levels). The US markets saw the Dow Jones
Industrial 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 fresh
negative 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 levels
on declines.

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