audibility thresholds for italian radio
How 'loud' does your message need to be?
is the minimum I can spend for my campaign to be visible in a medium?' This is
one of the most common questions clients ask their agencies.
spending is a variable that depends on the pressure (continuity/frequency)
delivered, the translation of that question in media terms is, 'What is the
pressure (continuity/frequency) threshold that guarantees visibility to a
advertising clutter on many media reduces the effectiveness of messages in terms
of the attention they get and therefore the probability of being remembered.
Needless to say, the primary solution to the problem of visibility relies on the
creative people they have to create attentiongrabbing campaigns and,
hopefully, deliver the message.