Gartner Research

Assess Your Advertising Mix Based on Reach, Cost and Quality

Published: 11 April 2017

ID: G00320078

Analyst(s): Ewan McIntyre

Summary

Getting your advertising mix right requires a pragmatic and practical assessment of how each medium addresses your marketing objectives. Marketing leaders should use this research to make judgments on the relative merits of their advertising choices.

Table Of Contents
  • Key Challenges

Introduction

  • Understand RCQ's Place in Media Planning

Analysis

  • Use the RCQ Matrix to Understand the Relative Characteristics of Media
    • Reach: Define by Assessing Opportunities to See
    • Cost: Define Based on Cost per Unique Touch
    • Quality: Assess Based on Targetability, Interactivity and Richness of Media
    • Applying RCQ — a Worked Example
    • Use Existing Tools to Start Your RCQ Assessment
    • Embed RCQ Assessments in Your Planning Processes
  • Recommendations

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