search query: @author Jones, J. P. / total: 8
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| Author: | Jones, J. P. |
| Title: | What does effective frequency mean in 1997? |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, 37:4, p. 14-20 |
| Index terms: | SCHEDULING RETURN ON INVESTMENT EFFECTIVENESS STRATEGY |
| Language: | eng |
| Abstract: | In literal terms, effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. The phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetion is considered necessary, and there has to be enough of it within the period before a consumer buys a product to influence his choice of brand. Effective frequency strategy should be applied in exceptional and not normal circumstances, for example with new brands and new campaigns for existing brands, with advertising for highly seasonal goods and services, and when advertising has to be piled into short periods to build with great rapidity a consumer base which will generate long-term purchase frequency. |
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