An expert review of the debates surrounding `effective frequency'. The history of this question is covered noting the various highlights (McDonald, Krugman, Naples, Jones, Ephron), and the swing of opinion through `high frequency' (two or three OTS per purchase interval, say) to the currently favoured alternative of low-level continuity and `once-is-enough'.
Effective frequency: there and back
Simon Broadbent, The Brand Consultancy,
reviews three decades of thought, and presents some suggestions
of his own
Simon
Broadbent
Effective frequency has been a controversial
subject ever since it was first formulated. This discussion
starts at the beginning of the story in the UK.
