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

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency.

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

Arie den BoonDaphne Communication Management, The Netherlands

DOWNWARD SPIRAL OF AD EFFECTIVENESS

“I think traditional 30-second advertising is in serious danger”,...