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Ad Frequency Has its Advantages
We all know that people forget most of what they learn in
a relatively short period of time. In fact, most television
and radio commercials are forgotten quickly after they air.
That's why repetition is so important. Research shows that
people need to see or hear a message three to five times before
they become aware of it. And awareness continues to build
with each exposure up to roughly 10 exposures. But, what about
newspaper and magazine advertising? Is repetition important
here, too? After all, a print ad is tangible. It can be clipped,
saved and referred to over again.
Several studies indicate that frequency is important in print
advertising, as well. For example, a Laboratory of Advertising
Performance study found a 25% increase in readership when
a business-to-business trade ad was run in 12 monthly issues
versus just six. A Business Week study also found that
advertising in twice as many issues increased readership by
25%. And research shows that increased frequency in newspaper
advertising dramatically improves ad awareness and effectiveness.
In addition to increasing readership, advertising in multiple
issues of a publication captures readers who may have missed
or skipped your ad in a previous issue. Studies show that
59% of subscribers of trade magazines will read all four out
of the last four issues, 75% will read three out of the last
four issues, and 90% will read two out of the last four. Clearly,
frequency in advertising is important across the board.
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