The implications for publishers of recent research into effective frequency.

In the last two years the amount of published diagnostic information on effective frequency has increased considerably.

The Implications for Publishers of Recent Research Into Effective Frequency

Alan Smith International Federation of the Periodical Press, United Kingdom

BACKGROUND

For years a book published in 1979 was accepted as setting the standard for ail who were concerned with achieving the optimal design for an advertising campaign, in terms of the balance between reach and frequency. This book was called 'Effective Frequency'(l). It was edited by Michael Naples for the American Association of National Advertisers and was based on all relevant material which could be assembled at that time.

The book became accepted the television...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands