The evolution of effective frequency

Looks at the history of frequency theory and what this can teach us in today's media environment.

Frequency: How much is too much?

This article is part of a series of articles on frequency. Read more.

In an age of multi-channel media planning, shorter consumer attention spans and ad avoidance, marketers and their agencies need to think hard about the issue of frequency when designing media strategies. Too little and the campaign risks having no im