How frequently should you advertise?

Colin McDonald

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.

How frequently should you advertise?

Colin McDonald

If most of the impact of an advertisement in a seven-day period is generated by just one opportunity-to-see, an awful lot of advertising money is probably wasted. That is effectively the conclusion of a book called When Ads Work written by John Philip Jones. Since the publication of this book last year there has been a lot of debate - not least in the pages of his magazine - about its implications and the validity of Jones' research (see 'The effect of advertising on sales', AdmapJune 1995). One of...

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