Advertising on television is not a one-shot proposition. It takes frequency to remember and to react to a commercial’s message. With any campaign, frequency should be relative to the strategy. In essence, the longer the campaign, the less need for heavy frequency in the short-term.
· For long-term campaigns, frequency can be built over time, requiring less spots per week
· A shorter-term campaign will need to build frequency fast, and thus requires more spots per week.
How much frequency do I need?
The following is a chart that illustrates the various amounts of frequency needed per the type of product or service being advertised.
How do I determine the best media strategy for my advertising message?
The following are some types of schedules to consider when making the marketing plan:
· High Reach and Low Frequency: If the product or service is well known or easy to understand then the marketing approach has the luxury of sacrificing frequency for reach. The emphasis at this point is not about how the product or service works. Instead, just letting the audience know about its existence is sufficient. In this way a maximum amount of potential customers will be exposed to the message and will already know what the message means. With this type of schedule, the advertiser has the benefit of time. Example: general image campaign
· Low Reach and High Frequency: With a new or complex product or service, frequency, not reach is paramount. It is essential that the target audience view the message several times. In the initial stages, low schedule dispersion is most effective for these types of campaigns. This means potentially limiting the number who will see the message to those most likely to be receptive to it. In the beginning, it is better to effectively communicate a more complex message to a smaller audience, than to reach a large audience that will not understand the concept of the message. Example: introduction of new digital service
· Medium Reach and Medium Frequency: Once the product or service has gained some recognition, or if the complexity of the message is not too high, then a medium level of dispersion is appropriate. In this case both reach and frequency should be moderate. Example: cross-channel promotion.
Sources: Source: Cabletelevision Advertising Bureau, Inc. Management Report; Source: Heighton, Elizabeth J. and Don R. Cunningham. Advertising in the Broadcast and Cable Media. Belmont, CA: Wadsworth, Inc., 1984, p. 94
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