Can consumers cope? How to optimise contact frequency in a mixed media campaign

Arie den Boon
Daphne Communication Management, The Netherlands

DOWNWARD SPIRAL OF AD EFFECTIVENESS

“I think traditional 30-second advertising is in serious danger”, says Andrea Ragnetti, chief marketing Office of Philips Electronics (Singer, 2005). He is not alone, as many marketers think the traditional spot is not as effective as it was previously. Only 20 years ago just a hundred spots could generate a reach of 80%, a brand awareness of almost the same level and a better part of the country singing the song of the ad.

But it seems the unsurpassed success of TV generated its own downfall. TV watching has increased, but more channels have fragmented the audience. An average program now attracts less than 2% of the public and most programs and channels score much lower.