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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands