Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
What Does Effective Frequency Mean Today?
What Does Effective Frequency Mean Today?
The words effective frequency imply more than they directly convey. In literal terms, effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, as all experienced advertising people know, the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetition was considered necessary, and there had to be enough of it within the period before a consumer buys a product to influence his or her choice of brand.
NOTE: An earlier version of this chapter appeared in the Journal of Advertising Research, July/August 1997. © 1997 by the Advertising Research Foundation. Reprinted by ...
- Loading...