Targeting the right customer at the right time is a marketer’s dream—but only if the price is right.This is the second of three episodes reviewing a report released by Marketing Architects called “Reach, Revenue and ROI: 3 Principles for Effective TV Advertising.” This week, Elena and Rob are joined by VP of Analytics Matt Hultgren to talk about the tradeoffs between targeting and cost, the importance of reach in a media plan, and how to leverage technology to get the most out of traditional media channels.Topics covered: [01:00] Reviewing the high costs of traditional marketing channels [02:50] How to calculate the value of reach[04:15] How creative costs pile up for marketers[05:45] Explaining the marketing cost/value debate [09:50] How to set up traditional media tests cost effectively[13:50] Questions to ask your future television agency [15:30] How to decide what to spend on a mass media test [17:25] What success on mass reach channels looks like To learn more, visit marketingarchitects.com/podcast. Resources: 2023 Cost of Super Bowl Commercials 2023 MarketingWeek Article 2023 WARC Article 2023 Marketplace Article Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.