Effective Frequency

O teorie recunoscuta asupra efectului publicitatii asupra consumatorului care trebuie sa vada mesajul de mai multe ori inainte de a actiona. Majoritatea advertiser-ilor doresc sa optimizeze numarul net al vizualizarilor mesajului publicitar dincolo de nivelul minim de expuneri sau OTS - ex.: 2+ sau 3+; care se crede a fi 'effective reach'. Unii advertiser-i au inceput sa dezvolte 'frequency corridor' ca obiectiv, prin care maximizeaza atingerea publicului tinta prin limitele unei frecvente eficace, ex.: 2-5 OTS. Effective Frequency poate fi descris ca un nivel ideal de expunere a publicului, specificat in brief-ul media sau recomandat de media planner in speranta ca va fi complementar obiectivelor de comunicare. Cea mai noua provocare pentru programarea effective frequency este recency planning(vezi: Effective Reach, Recency Planning).

An established theory about the effect of advertising which claims that consumers need to see an advertisement several times before it prompts action. Most advertisers aim to maximise the net reach they achieve beyond a certain minimum level of exposures or OTS, eg. 2+ or 3+ reach. This, it is believed, constitutes 'effective reach'. Some advertisers go on to develop a 'frequency corridor' objective, whereby they maximise reach with an effective frequency range, eg. 2-5 OTS. Effective frequency can thus be described as the optimum level or range of audience exposure specified in a media brief or recommended by the media planner in the belief that it will complement communication objectives. A newer challenger to effective frequency scheduling is recency planning (see Effective Reach, Recency Planning).