Erwin Ephron on Advertising Frequency/ The Role of Frequency in Media Planning

This summary from the Advertising Research Foundation offers an overview of Erwin Ephron's point of view on advertising frequency and the role of frequency in media planning.

Erwin Ephron on Advertising Frequency/The Role of Frequency in Media Planning

Stephen D. Rappaport

ERWIN EPHRON'S POINT OF VIEW

Up through the mid-1990s, it was believed that multiple exposures were necessary for advertising to be effective. Since then the body of evidence on advertising frequency showed that a single exposure had more impact on brand share than multiple adve