Gartner Research

Assess Your Advertising Mix Based on Reach, Cost and Quality

Published: 11 April 2017

ID: G00320078

Analyst(s): Ewan McIntyre


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


  • Understand RCQ's Place in Media Planning


  • 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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.