What formula can be used to calculate message effectiveness in marketing communications?

The formula for calculating message effectiveness in marketing communications often emphasizes the interplay between reach, frequency, and relevance, making the multiplication of these factors a logical approach.

In this context, reach refers to the number of unique people who see the message, frequency indicates how often the message is presented to that audience, and relevance assesses how well the message resonates with the target audience.

Using multiplication signifies the compounding effect of these three components on overall effectiveness. For instance, if a marketing message reaches a wide audience (high reach), is shown multiple times (high frequency), and is highly relevant to the recipients (high relevance), the resulting effectiveness of the message is significantly amplified. If any one of these factors is low, it could substantially diminish the entire effectiveness of the marketing effort.

This is why the multiplication approach is favored in determining message effectiveness as it captures the essence of synergy among these elements, thereby providing a more robust measure compared to addition or subtraction methods.