Devising procedures for evaluating the effectiveness of the media plan. The traditional approach to media strategy was primarily concerned with setting objectives for message reach, weight and frequency. The contemporary approach, however, often treats the media strategy as an extension of the creative strategy. For example, L'Oreal Men's Expert promoted its skincare range on dry-cleaner hangers. When customers picked up their shirt, they found a $2 coupon and a message, "Your shirt doesn't come with wrinkles, why should your face?" This novel execution shows how media and creative can be integrated to generate powerful advertising. Setting media objectives In terms of setting media objectives, the planner needs to address several key decisions: Who do we want to talk to? [Target market/ audience definition] How often does an audience member need to hear our message before it is noticed or achieves the desired consumer response? [Effective frequency] When do audiences cease to notice the ad, or become tired of seeing the ad? [Advertising wear-out] A number of key definitions are essential for media planning purposes: Reach is defined as the number of households (or people) exposed to an advertising message in a given time period. Frequency is defined as the average number of times a household (or person) is exposed to an advertising message in a given time period. Effective frequency refers to the minimum number of media exposures in order to achieve a specified communication goal Effective reach refers to the reach (% of households or people) at the effective frequency level. Gross Ratings Points (GRPs) is defined as reach multiplied by frequency and is a measure of overall campaign weight or intensity With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. It is not always be necessary to reach 100% of the target market. For new brands or brands with very low levels of awareness, it may be desirable to reach every member of the target market. However, for reminder type campaigns lower levels of reach may be all that is required. Reach objectives are normally framed in terms of a percentage of market. For example, a reach objective might read; To reach 50% of women aged 18-25 years.With respect to frequency objectives, the planner must determine the optimal level of frequency in order to achieve the desired communications objective. Media planners often work with rules