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 25 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. The study focuses on local advertising campaigns because nearly half of all money spent on advertising comes from local advertisers (Jugenheimer, Barban and Turk, 1992). Despite this fact very little has been done on a local level, where more restrictions and limitations are usually imposed on media planning (Otnes and Faber, 1989).
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© 2015 Academy of Marketing Science
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Makienko, I. (2015). The Concept of Effective Frequency and Local Media Planning Practice. Review of Factors Affecting Effective Frequency. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_9
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DOI: https://doi.org/10.1007/978-3-319-18687-0_9
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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