What is the Effective Frequency for my campaign?
A huge amount of research has been done into effective frequency and the level of exposure advertising required to have an effect in a marketplace. Fortunately most of the research has reached similar conclusions. a) One exposure has a significant effect on purchasing. b) Two exposures do not have twice the effect of one exposure but usually cost twice as much. c) This diminishing return deepens as more frequency is added to the campaign. John Philip Jones, Colin MacDonald, Simon Broadbent and Carat are among those that have produced research to demonstrate how effective advertising can be at generating a sales response with very few exposures. The one thing that comes very clearly out of these analyses is that the first advertising exposure has much more effect than what is added by subsequent exposures. .. The largest immediate sales response generated by advertising comes from the first exposure. Extra weight generates very few additional sales. For short-term sales, heavy advertisi
