abhishreshthaa
Abhijeet S
The question of how frequently the advertisement should be put before the target market is for most media the critical one (in the case of outdoors the question, happily does not arise). In the Press there are conventionally two considerations. Firstly the frequency of publication, and secondly the frequency of purchase of the product.
Clearly it is not possible to have more than twelve insertions in a monthly publications in the course of a year, and similar limits apply to frequencies of other publications. How many insertions should one have? Unfortunately there are no rules. Practice tends to be rather inconsistent.
For example, most of the planners would not consider nine insertions in a monthly magazine to be a fairly high frequency, but would not consider nine insertions in either a daily, or a Sunday, to be adequate for a 12 month campaign. There is no magic either in the ratio of 9 to 12. In a Sunday newspaper 39 insertions would normally be regarded as excessive, and to have insertions in 3 out of 4 issues of a daily unthinkable.
Planners frequently time insertions in sympathy with the buying frequency of the product. That is to say, they will seek, if they can afford it, weekly insertions for a product, which is bought weekly and will be content with monthly insertions for a product, which is bought monthly. Of course, the budget plays an important part here. There are some products, cigarettes for instance, where the product is bought daily.
No budget is large enough for daily insertions in many media (in the space sizes usually used). On the other hand, with a durable product such as refrigerator, probably bought not more frequently than once in five years, the budget will probably allow for monthly frequency, so monthly frequency is used. The rationale of linking frequency of insertion with frequency of purchase is clearly suspect. It is true that a brand decision is made every time that a purchase is made and, therefore, the more opportunities we have for influencing the brand decision, the better chance we stand. In spite of this, it is certain that the effect of advertising is generally a long term one and linked inextricably with the product experience.
At this point of purchase the consumer brings into play, however unconsciously, all that he, or she, has learnt about the brand and its competitors over his, or her, total buying experience of the product field. For this reason it is almost certainly better to plan insertions so as to obtain the maximum over-all effect, rather that slavishly attempt to match a pattern of purchase. In any case, different consumers have very different patterns of purchasing and what one is talking about is merely mean frequency
Clearly it is not possible to have more than twelve insertions in a monthly publications in the course of a year, and similar limits apply to frequencies of other publications. How many insertions should one have? Unfortunately there are no rules. Practice tends to be rather inconsistent.
For example, most of the planners would not consider nine insertions in a monthly magazine to be a fairly high frequency, but would not consider nine insertions in either a daily, or a Sunday, to be adequate for a 12 month campaign. There is no magic either in the ratio of 9 to 12. In a Sunday newspaper 39 insertions would normally be regarded as excessive, and to have insertions in 3 out of 4 issues of a daily unthinkable.
Planners frequently time insertions in sympathy with the buying frequency of the product. That is to say, they will seek, if they can afford it, weekly insertions for a product, which is bought weekly and will be content with monthly insertions for a product, which is bought monthly. Of course, the budget plays an important part here. There are some products, cigarettes for instance, where the product is bought daily.
No budget is large enough for daily insertions in many media (in the space sizes usually used). On the other hand, with a durable product such as refrigerator, probably bought not more frequently than once in five years, the budget will probably allow for monthly frequency, so monthly frequency is used. The rationale of linking frequency of insertion with frequency of purchase is clearly suspect. It is true that a brand decision is made every time that a purchase is made and, therefore, the more opportunities we have for influencing the brand decision, the better chance we stand. In spite of this, it is certain that the effect of advertising is generally a long term one and linked inextricably with the product experience.
At this point of purchase the consumer brings into play, however unconsciously, all that he, or she, has learnt about the brand and its competitors over his, or her, total buying experience of the product field. For this reason it is almost certainly better to plan insertions so as to obtain the maximum over-all effect, rather that slavishly attempt to match a pattern of purchase. In any case, different consumers have very different patterns of purchasing and what one is talking about is merely mean frequency