What Are The Factors On Which Effective Frequency Of Advertisements Depend?
There are three factors on which the entire notion of advertising frequency depends upon three factors namely brand familiarity, message content and message novelty. Brand familiarity measures the degree to which the target audience is familiar with the brand that is being advertised. This degree of familiarity, in turn, is determined by factors like consumer’s knowledge and experience of a brand along with the factor of brand loyalty. As for the second factor, it talks about the message content. If an advertising message is highly sophisticated and is complex in nature, then repetition will contribute towards enhancing the impact of the message on the minds of the target audience, giving them a much better understanding and more comprehensive grasp of the message with each successive repetition. The third factor is message novelty, which is an ephemeral factor by nature. An advertisement may present a message that reflects novelty but after a series of repetitions, this novelty wears
