haku: @author Tellis, G. J. / yhteensä: 15
viite: 5 / 15
| Tekijä: | Tellis, G. J. |
| Otsikko: | Effective frequency: One exposure or three factors? |
| Lehti: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 75-80 |
| Asiasana: | SCHEDULING EFFECTIVENESS COMPETITION MARKETS COSTS |
| Kieli: | eng |
| Tiivistelmä: | How many exposures is enough? The answer depends on brand familiarity, message complexity, and message novelty. This requires more thought and analysis than one based on a single number, but its probably more robust and less likely to mislead managers. Single ad exposure may be enough, when applied to specific situations defined by simple messages that are not particularly novel and for brands that are familiar to consumers. They probably reflect the norm of reminder ad campaigns for mature brands in mature categories. |
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