If Not Effective Frequency, Then What?

The question of what is effective frequency in a media schedule has been around for a long time without clear resolution. This article looks at both short- and long-term effects of advertising exposure, drawing on three sources: (1) the Coalition for Brand Equity data base of short-term effects for 176 brands in 11 product categories over a three-year period, (2) marketing-mix studies done at ASI, and (3) the recent study of repeat-purchase effects by Donius and von Gonten (1997). Short-term advertising response is shown to be strongest for the first exposure and to have significant long-term effects that argue against a frequency goal even over time periods significantly longer than a week. The results also demonstrate that there is no difference between responses among heavy category users and light users. And finally it is shown that poor copy cannot be rescued by additional media weight. The findings make a strong case for the primacy of reach and continuity as the objectives for media scheduling as well as for copy testing all commercials prior to airing them.