Effective frequency of displaying the communication message to consumers of beer brand in digital media

Abstract

Introduction. The research is devoted to the determination of effective display frequency of advertised communication messages to consumers in representative samples of the brewing industry to optimize the media budget. Materials and methods. The study is based on the scientific research of scientists on the development of beer market and digital economy, theories of advertisement message frequency, marketing research of brewing enterprises and their brands to determine the minimum range of effectiveness of advertised messages to beer consumers. Results and discussions. The frequency of displaying the communication message determines not only the effectiveness of appeals to the consumer, but also spending on media budget, however, currently there is no single point of view to this problem in scientific research. Both an insufficient amount of appeals and an excessive frequency lead to insufficient budget using. Effective frequency of the message influences not only on consumer’s purchasing behaviour and indicators of brand’s health but also allows to optimize media budget. Certainly, most media planners use the effective frequency strategy «three plus». In order to determine the frequency of communication with consumers for instruments of online-advancement of beer the modified Matrix of Ostrow is given. The blocks of factors of influence on beer promotion on the consumer market are improved, they are «Market factors», «Factors of quality of advertisement message», «General media factors». «Online media factors» block is added, where such indexes as description of placement the resources, use of social media, use of video formats, use of non-standard displays and formats, coverage of media channel, type of placement, accordance to general content of campaign are considered. Adaptation of the improved matrix took place on the example of the most beer brands of the market, for this reason the effective frequency of repetition of communication message and comparing to actual is carried out, that allowed to group brands into 4 groups from position of strategy of further charges to placement of advertised messages in the Internet. Conclusions. For planning the frequency of communication messages it is suggested to use the adapted matrix for determination the effective frequency communication with consumers of beer brands in order to optimize the media market.