Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- Contrary to dated research that did not account for media proliferation in society today, media planners should strive for an average frequency of greater than 10 to maximize purchase intentions.
- When targeting consumers who have seen an advertisement two or fewer times, advertisers should use an emotional approach to capture consumers' attention and trigger the problem-recognition phase of the purchase-decision process.
- Consumers who have seen an advertisement three to 10 times are persuaded most by cognitive...