The Role Of Effective Frequency During Local Traditional Media

1502 Words May 22nd, 2016 null Page
John Wanamaker, the guy who pioneered the concept of the department store, is also known for his famous quote, “Half the money I spend on advertising is wasted; the trouble is I don 't know which half.” That idea has as much validity today as it did in Wanamaker’s time.
Advertisers in all industries and verticals waste millions of dollars each year in an attempt to get their message in front of the right prospects. In an increasingly complicated and fragmented marketing environment, where budgets are often squeezed and the competition is incredibly aggressive, accountability has taken on an even greater significance.
Enter effective frequency, an age-old concept that has been given new life thanks to digital media, which has served as a sort of testing ground and helped advertisers discover how to schedule advertising frequency more effectively and improve client media ROI.
This paper will look at where the concept of effective frequency came from, examine the factors that affect the frequency of a campaign, and offer suggestions as to the best use of effective frequency for local traditional media.

The History

First of all, what does the concept of effective frequency really tell us? It simply suggests that for every offer there exists a magic number of ad exposures that will get the desired response from a consumer, whether that be remembering a message or actually buying a product.
Now some in the industry believe this concept was born in the mid-1970s, but we can…

Related Documents