The concept you’re referring to is related to the “Effective Frequency” theory in marketing and advertising. This theory suggests that a consumer needs to be exposed to a message multiple times before it registers and creates the desired effect, such as brand awareness or prompting action.
Key Points of Effective Frequency:
Repetition: Repeated exposure to an advertisement increases the likelihood that the audience will remember the message. This is because people are more likely to notice and remember something after seeing or hearing it multiple times.
Minimum Threshold: There is often a minimum number of exposures needed for an advertisement to be effective. For some products, it might take 3-4 exposures, while for others, it could take 7-10 or more.
Diminishing Returns: After a certain point, additional exposures may have less impact or could even lead to annoyance, causing the opposite effect.
Application Across Mediums:
Television (TV): Advertisements are scheduled to appear multiple times over a period to ensure that viewers have several opportunities to see them.
Radio: Similar to TV, radio ads are repeated frequently to catch the attention of listeners who might not catch the ad the first time.
Print (Flyers, Brochures, etc.): Distributing flyers or placing ads in print media on multiple occasions increases the chances that the message will be noticed and remembered.
Digital Media: Online ads often follow a similar principle, with retargeting ads showing up multiple times across different websites or social media platforms.
Marketing Philosophy:
This strategy is grounded in the psychological concept of “mere exposure effect,” which suggests that people tend to develop a preference for things merely because they are familiar with them. Repeated exposure to an ad can create familiarity and trust with a brand, making the audience more likely to engage.
Influential Figures:
Several marketing experts and theorists have contributed to the understanding of effective frequency:
Herbert E. Krugman: He proposed the “Three Exposures” theory, which suggests that the first exposure creates curiosity, the second creates recognition, and the third reinforces the message.
John Philip Jones: He explored the concept of advertising effectiveness and argued for the importance of frequency in ad campaigns.
Practical Application:
When planning an advertising or marketing campaign, it’s essential to consider how often your target audience needs to see or hear your message before they take action. This applies to both traditional and digital media. Understanding your audience, the complexity of your message, and the medium will help determine the optimal frequency for your campaign.
This approach ensures that your efforts are not wasted and that your message effectively reaches and resonates with your intended audience.