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Thomas Smith, in his book “Successful Advertising,” makes the following reflection on effective frequency: |
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Now consider this: Mr. Smith
penned this witty insight back in 1885 — over 129 years ago!
Advertising was still in its infancy, but savvy marketers like Smith
quickly figured out that “more frequency = more effective.” So you still want to know how many times do you need to run your next home loan ad? The truth is: there is no single “right” answer. “’Effective frequency’ might mean that a single advertising exposure is able to influence the purchase of a brand,” says John Philip Jones, a noted author on advertising and marketing. “But the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a certain threshold — that there has to be enough of it before the consumer buy a product to influence their choice.” There is one thing everyone generally agrees on though: messages are more effective when repeated. And they are more believable, too. |
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