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Effective Reach Points (ERP)

Effective Reach Points (ERP) is an essential brand determinant signifying consumers’ connection with your brand. It signifies the number of visitors a brand managed to successfully connect to. It is a KPI (Key performance indicator) to any brand’s appraisal and can potentially help in brand positioning.

The ‘Effective Reach Points’ concept on Webalue.com is inspired by the theory of ‘Three Hits’ proposed by Herbert E. Krugman, who apart from being an academic worked with General Electric (Krugman, 1972). Krugman’s theory was based on consumer behaviour and attitudes towards Advertising exposure. He concluded that repeated exposure to an advertisement can lead to changes in the perception of the consumers about what is important about the brand.

Exposure attitudes

Krugman theorized that three exposures may be enough for a company to effectively communicate with its consumers. The Effective Reach concept at Webalue.com follows a similar model to analyse consumer behavioural pattern towards the brand. Webalue.com analyses consumer behaviours and tracks repeated exposure (precisely 3 exposures) of websites to its every single end-user.


Krugman, Herbert E. “Why Three Exposures May Be Enough”, Journal of Advertising Research, December 1972: 11-14.

(note: Herbert. E. Krugman is in no way associated with Webalue.com)

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