1. FREQUENCY IS KEY TO EFFECTIVENESS
The central goal of productive media planning should be to place emphasis on enhancing frequency rather than reach
Once is not enough…
Two may be enough…
One exposure within a purchase cycle has little or no effect in all but a minority of circumstances
The weight of evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level
…but the optimum is three
By and large, optimal exposure frequency appears to be at least three exposures within a brand purchase cycle, or over a period of four or even eight weeks
After three, there is decreasing impact
Increasing frequency continues to build ad effectiveness at a lessening level, but with no evidence of decline
Source: RAB analysis of Mike Naples’ Effective Frequency

2. RECALL OF 3+ RADIO ADS DRIVES SIGNIFICANT RESULTS FOR RETAILERS
Radio is a powerful purchase driver for both online and in-store actions
+21%
Radio
Advantage
+159%
+75%
+41%
+100%
+300%
Q. Which of the following actions, if any, did you take after hearing the store ads?
Base: Total 898; 2016 Study

3. FREQUENCY DETERMINATION SHOULD MATCH THE SCHEDULE TO THE TASK
Appropriate effective frequency level for a single-message spot 2+
Within Selling Cycle 4+ 6+
Role of Advertising
What?
Maintain awareness
Maintain attitude
Create/increase awareness
Strengthen attitudes
Create attitudes
Content of Advertising
How?
Known campaign
Unique & newsworthy
New campaign
Simple message
Complex message
Advertising Environment
Where?
Low level of competitive noise
Moderate level of competitive noise
High level of competitive noise
Other Factors Unique
to Brand Situation
High total brand awareness
Low brand loyalty among users of competitive brands
Low interest category
Source: FCB Research