Exposure effects under a microscope

This paper builds on the author's work described in the September 1994 issue of Admap, which made the point that advertising is capable of generating a powerful short-term sales response.

Advertising exposure effects under a microscope

New research has produced a controversial conclusion - that effective frequency is provided by a single exposure

John Philip Jones

This paper builds on the author's work described in the September 1994 issue of Admap, which made the point that advertising is capable of generating a powerful short-term sales response. The author's research shows that the first exposure generates the highest proportion of sales from a media burst and additional exposures add very little to the effect of the first - ie, effective frequency is provided by a single exposure. If, and only if,...

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