Burton, Gollins, McNeely, and Walls


  • Contrary to dated research that did not account for media proliferation in society today, media planners should strive for an average frequency of greater than 10 to maximize purchase intentions.
  • When targeting consumers who have seen an advertisement two or fewer times, advertisers should use an emotional approach to capture consumers’ attention and trigger the problem-recognition phase of the purchase-decision process.
  • Consumers who have seen an advertisement three to 10 times are persuaded most by cognitive approaches, which help guide them through the information search and alternative evaluation stages of the decision-making process.
  • When consumers have seen an advertisement more than 10 times, the most effective approaches remind consumers of their summary evaluation of the product and provide them with the satisfaction of having made the right purchase decision.