Once May Not Be Enough, But It's the Best We Can Do

Erwin Ephron, Ephron Papazian & Ephron, and Melissa Heath, Kantar Media Research, argue that media planners have fewer scheduling options than they think

Let us begin by burying the straw-man arguments commonly used to defend a frequency strategy. We agree that one exposure is not always enough. We accept that repetition is essential to effective advertising. We stipulate that additional frequency can generate additional response, although usually at a reduced rate.

But here we address the larger question: what is the best way for a brand to spend the money? What pattern of weekly frequency is most productive over the full year? Will the advertising produce more sales if it reaches fewer prospects more often (a frequency strategy), or more prospects less often (a reach strategy)?