Interesting is More Efficient Than Effective Frequency



"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. The idea is rooted not so much in research as in commonsense: the instinct to use advertising to knock consumers repeatedly over the head."

- John Philip Jones (https://lnkd.in/edNfeyeF)

"How often do you have to read a book, a news story, or see a movie or play? If it is interesting, once is enough; if it is dull, once is plenty."
- Howard Gossage

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