Media planning: Frequency, recency

 

Once what needs to be said and to whom has been determined, it is important to know how often and how to reach the target audience. A modelling technique, QUAD, using a measure of advertising awaren ...

Recency planning is an approach based on certain beliefs about how advertising works: that it is a relatively weak force, that its main function is to reinforce and remind, and that it works best by e ...

This paper presents the results of the last in a series of surveys entitled 'Qualitäten der Fernsehwerbung', which describes in general terms the effective mechanisms of TV advertising in relation to ...

American evidence on how children respond to advertising. Research into frequency and wearout is usually based on adult data, but the research quoted (from Nielsen and MediaWatch) suggests that childr ...

This article presents new evidence from the Adlab panel, run by Central Television between 1985 and 1990 and newly opened up for analysis by Carlton Television. Adlab was a single-source panel of 1000 ...

This article summarises the conclusions of Millward Brown's recent work (culminating in the IPC Ad Track project) on print advertising awareness and exposure, and discusses its implications for reader ...

Using the example of a car commercial, the author argues that, however exceptional the creative execution, media over-exposure can numb viewers’ minds into a deep disinterest and reduce the effectiven ...

Recent findings from single-source data document a potent single exposure effect. Single exposure effects have been central to most copy-testing systems, but many advertisers have regarded this as a f ...

Does magazine advertising work and how should it be used? The author draws on Millward Brown research - specifically IPC Adtrak '94 - to show how to get the best from the medium. Key conclusions: prin ...

In the last two years the amount of published diagnostic information on effective frequency has increased considerably. Most of this work, which challenges much current established thinking, has been ...

RAJAR, the new joint industry measurement system for UK radio, was launched in 1993. As in the past, the RAJAR survey uses a one-week self-completion diary and a model is required to estimate station ...

The Adtrack system in South Africa measures the in-market ad awareness of all TV commercials within three weeks of their first appearance. It is unlikely that there exists a generalised response curve ...

Advertising needs continuity, because not being there with a message is like being 'out-of-stock.' Starting with that simple thought this paper reexamines effective frequency theory in the light of ne ...

According to Leo Bogart, it is the quality, the intensity and above all, the meaning of an experience that counts, rather than its duration or the frequency with which it occurs. The notion of optimum ...

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 ...

A discussion of `the effective frequency debate' with reference to John Philip Jones's findings from US Nielsen Household Panel data (see companion article by Jones in same issue). Jones's STAS measur ...

Questions the evidence for `effective frequency' as a universally applicable approach to media scheduling. Previous literature and evidence reviewed, including the McDonald study (Naples, 1979); argue ...

This seminar was devoted to a current assessment of attitudes and use of the effective frequency concept in media planning. A number of papers were given.

This study was originally conceived in 1983 as an objective and impartial complex controlled marketplace test to measure the effects of varying media weight and ad frequency schedules on the sales of ...

After a broad review of the marketing and advertising considerations which provide the framework for media planning, the author discusses in detail the importance and relevance of the concept of effec ...