Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- Responsible marketers should never get to the point where they’re messaging a consumer so frequently that it becomes irritating
- Optimal frequency depends on many factors specific to each brand and campaign objectives
- Various studies reveal both the commonality - and lack of it - in frequency research
- Trying to establish ‘frequency nirvana’ is a fool’s errand. Instead, focus on the most efficient way to maximise reach
- Cross-media planning tools have come on leaps and bounds in...