The “Frequency of Three” for radio spots for effective recall has actually been touted
News America.com mentions in its piece “How Do We Determine the Optimum Mix of Reach vs. Frequency,” 5– 9 exposures “are deemed to be the ideal level for driving brand name awareness” and 10+ exposures “are deemed the most optimum level for driving purchase intent.”
The marketing ratings service Nielsen found in a 2017 research study that digital advertisements required between 5 to 9 direct exposures to enhance branding and increase consumer approval.
And there are no doubt much more frequency standards. Mindful efficiency tracking by any number of measurements will expose, over time, what works for your brand name. Its never ever specific since there are so lots of influences (both those can control and those you cant) that will have a bearing on performance.
It appears there is no easy response to the concern “the number of times do we run this advertisement?” Every circumstance is different. There are, however a few insights we can draw from the research study:
Media Usage Habits Have Logical Frequency Implications
According to Jeff Rosenblums article “From Friction to Empathy: A New Brand Building Model” approximately 89% of TELEVISION advertisements are ignored, not necessarily because of DVRs, but because people fiddle with their smart phones during the business breaks. Greater frequency for TV to fight business avoidance would be indicated.
Cross-Platform Measurement Should Be Used To Manage Frequency
Jeff estimates P&G Chief Brand Officer Marc Pritchards observation that with a lot message duplication between digital and TV, cross-platform measurement could “eliminate a great deal of waste.” It should also be kept in mind that P&G has recently set up “Frequency Capping” to deliberately restrict the variety of times their ads are exposed online and increase their long-term efficiency.
Wear-Out Of Ads Is A Real Outcome Of Frequency
Frequency tracks a common bell-curve of effectiveness: very first ineffective reach, then efficient, then inefficient. If youve ever become part of a DR (direct reaction) project, youve seen the results first-hand. Eventually frequency will suck the lead-generating life out of a TV spot and will need to be rested, replaced or refreshed with a brand-new offer or technique to regain its potency.
The Case For Reach-Only
Reach can be utilized with little or no frequency for well- established brand names with little competitors and providing a basic message. By employing reach just, online marketers are making every effort for optimal effect from unforgettable creative, provided at just the best time and in just the ideal location.
Similarly noteworthy 20 years later on is Chiat Days “1984” area that introduced the Apple Macintosh computer and ran just as soon as throughout Super Bowl XVIII. Both the “Daisy” and “1984” areas were powerfully creative, engaging and socially and culturally disruptive. Both areas likewise had remarkable reach, but naturally, no frequency was factored in.
No other media was used and no frequency was employed. For Starbucks and CEO Howard Schultz, all it prospered in doing was to stimulate a lot of criticism for the poorly developed and misdirected brand effort.
Regardless, the success of one-time, high-impact advertisements have actually generated a purposeful one-time reach method that combines a “pronouncement” or “statement” message to communicate policy modifications, mergers, brand name launches, positions and product introductions. Media selections are based on their journalistic reputation and reach within their respective markets.
Effect On Brand Strategy
As online marketers we understand that brands should be supported in order to remain relevant and growing. But we also understand that we deal with a variety of obstacles, such as the sheer number of messages contending for our customers attention. We should offer repetitive and constant reminders of the value of our brand name on an emotional level so that when our customer remains in the marketplace, well be top of mind. Otherwise, we risk indifference at finest, or replacement by a rival at worst. Strong and compelling imaginative advertising that separates is essential, however an efficient media technique with a strong understanding of reach and frequency is a must.
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Brand name structure is the goal of marketing. A huge element of marketing is communications, the purpose of which is to draw in clients to our brand name and to persuade them to support it. Historically, that has actually been accomplished mainly through marketing media– print, then radio and TELEVISION, and now digital. And while wise, objective oriented imaginative has been the star; working diligently behind the scenes is wise, goal-oriented media strategy and planning.
Media is a science; part sociology, part analytical analysis, part economics, part behavioral science, and some might state, part intuition. In spite of the developments in technology, measurements and analysis, a constantly moving media landscape and media usage trends, media method seems to constantly come down to using two things: Reach and frequency.
Reach is the depth or penetration of your targeted customer (B2C) or customer buyer or decision-maker (B2B) base, quantified in numbers and/or percentages through a media vehicle and over a set campaign period. Effective reach delivers the maximum variety of targeted individuals for direct exposure to the brand name message. Effective reach does so economically, frequently revealed in an expense per thousand (CPM), CPL (expense per lead) and CPS (expense per sale).
Frequency is the variety of exposures to the brand message obtained for the target via a media vehicle( s) over a set campaign period. Reach provides the audience while frequency consistently exposes the audience to the brand name message, offer, promo, etc. How numerous exposures suffices (or too much) is typically the concern, given that there is obvious monetary waste for buying too many ads with lessening efficiency.
Repeating Is The Glue
A side note here about the clinical behavioral foundation to frequency. Author and memory specialist Carmen Simon points out the benefit to brands as “binding content to the source”: “Ensure that youre providing often enough to assist someones brain bind the content and the source.” To put it simply, repeating is the glue that binds your message to your brand … and not to another persons.
In his short article “Advertising Frequency Theory: Circa 1885,” Derrick Daye supplies the 20 actions or direct exposures an advertisement need to require to garner purchase intent as translucented the eyes of an 1800s marketer. One-hundred and thirty-five years later on it appears much of the observation applies.
A little online search will expose that “frequency” in 2020 is still a very hot topic. Consider these examples that attempt to offer advertisers assistance:
As we recommended here on Branding Strategy Insider, in “Reach Versus Frequency In Advertising”: “Many will say that it is more effective to concentrate on reach (versus frequency) due to the fact that there are decreasing returns with each new advertisement exposure. … However, if your funds are minimal and your audience is highly targeted, you would do better to focus on a reach schedule of 3+, looking for out media with significant audience overlap. For brand name structure functions … focus on advertising frequency targeted at … opinion leaders and “tough core” users.”
Jeff Neff reported in AdAge, “Whats the frequency? Marketers handle conflicting information”:
Facebook research showed one to 2 exposures weekly over 10 weeks as a perfect average for packaged-goods
For TV, a psychological connection is developed after one or 2 watchings, a “reasoned, cognitive action” after 3 to 10 times, and a much deeper psychological connection after 10 watchings
Many subscribe to the “Rule of 7” in order to completely resonate with the target audience
Frequency is the number of exposures to the brand name message acquired for the target via a media car( s) over a set campaign duration. Reach delivers the audience while frequency consistently exposes the audience to the brand name message, offer, promo, etc. For brand name building functions … focus on marketing frequency targeted at … viewpoint leaders and “hard core” users.”
Reach can be used with little or no frequency for well- recognized brand names with little competition and providing a basic message. Regardless, the success of one-time, high-impact advertisements have generated a purposeful one-time reach method that integrates a “proclamation” or “declaration” message to communicate policy modifications, mergers, brand launches, positions and item introductions.