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”,...
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.
