Effective frequency estimates in local media planning practice

Abstract

Effective frequency, a cornerstone of media planning, says how many times consumers should be exposed to advertising in order for advertising to be the most effective. Basic effective frequency level is believed to be three-plus exposures and this figure is adopted by most media planners. Beside the basic level, marketing, media and creative copy factors influence the final determination of effective frequency level. Such factors, defined by Ostrow in 1982, were not revised for more than 29 years and still are used in media planning textbooks. This exploratory study examines how local media professionals make their decisions about frequency levels for advertising campaigns. © 2012 Macmillan Publishers Ltd.