How Effective are your Frequency Models?

Stephen White, EMM, reviews what we think we know about effective frequency and urges that this is a real, issue that alkl advertisers should consider.

Most of us know how many beans make five. But how many beans is enough?

Major media buying companies have pretty good effective frequency modelling systems. These systems are practical, flexible and involve the clients in the process of weighting the various factors that need to be taken into consideration. Involving both sides in the client–buyer relationship is clearly a good idea when planning weights of media advertising for a brand or service with very specific ambitions, operating in difficult marketing circumstances, in high-clutter markets, with not enough money, facing significant competition, and spending behind an acceptable but not spectacular creative treatment. Selecting the right OTS (Opportunities To See) is not easy.