What is Effective Frequency?

In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful.

Why do I need to consider effective frequency?

There is a balance between spending money on advertising and the rate of return. The sweet spot varies based on company age, sector, reputation, demographic of target audience.

  • No Exposure
  • Ineffective exposure
  • Threshold for effectiveness
  • Reinforcement of effectiveness
  • Excessive exposure
  • Negative exposure
Target Audience?

The target audience for your business and the advertising used to target them specifically needs to be carefully considered.

  • Age
  • Gender
  • Location
  • Education
  • Relationship status
  • Wage bracket
  • Time of year
  • Home owner status
  • Diet
  • Much more!
Multiple advertising streams?
  • Social Media
  • Magazines & Newspapers
  • Word of mouth
  • Signs
  • Leaflet drop
  • And much more!
  • TV
  • Radio
One hit wonder?

Unless your advert goes viral, you will need to advertise more than once and using advertising streams best suited to your target audience.

One of the most common mistakes we see is when a company advertises once and expects instant results. Building brand awareness takes time. Coke Cola & McDonalds are a world known brand but still utilise regular advertising via different streams.

Advertising helps build brand awareness, trust & reputation for the brand as well as promoting a product or service.

Advertising once and then judging whether to advertise again is not the path to a successful advertising campaign. Make sure you have realistic expectations. Evaluating the effectiveness of an advertising campaign is essential to tweak the overall success rate & efficiency but allowing an appropriate amount of time & exposure is needed in order to correctly gauge the impact.

Why WSN Community Newsletter?

Printed advertising remains one of the most effective methods. When you coupled this with being in a magazine with content to engage with the reader and delivered directly to the door, the success rate of your advert being seen, kept & recalled increases!

Individual leaflets might be instantly discarded – magazines are more likely to be read, kept and shared meaning that your advert has multiple exposure opportunities.

Not everyone has the internet but everyone has a letter box.

print based advertising is more environmentally friendly. The ethical, moral & environmental impact of technology is significantly greater than printing. Our glossy newsletter is made of paper which is 100% recyclable and printed using environmentally friendly inks.

Further Reading