abhishreshthaa
Abhijeet S
In Television
In this case frequency is usually felt to be of paramount importance. Most television advertisers feel uncomfortable if a considerable proportion of their target market do not have the opportunity of seeing their commercial at least 4 times during a 4 week period. In order to achieve such a frequency it is necessary to have 2 to 3 peak spots, or an equivalent amount of rating points in other segments, each week.
In order to achieve such a frequency, it is necessary to curtail advertising to fairly short periods. How far one can take this curtailment, or conversely for how long one can afford to be without any advertising at all, is very much a matter of judgment. At least one advertiser has built brand leadership in a competitive field by advertising on television at the frequency for two nine-week periods during the course of the year.
On the other hand, some years ago Phyllosan achieved a spectacular sales growth by transmitting one 60-second commercial once a fortnight over a 6-month period.
In this case frequency is usually felt to be of paramount importance. Most television advertisers feel uncomfortable if a considerable proportion of their target market do not have the opportunity of seeing their commercial at least 4 times during a 4 week period. In order to achieve such a frequency it is necessary to have 2 to 3 peak spots, or an equivalent amount of rating points in other segments, each week.
In order to achieve such a frequency, it is necessary to curtail advertising to fairly short periods. How far one can take this curtailment, or conversely for how long one can afford to be without any advertising at all, is very much a matter of judgment. At least one advertiser has built brand leadership in a competitive field by advertising on television at the frequency for two nine-week periods during the course of the year.
On the other hand, some years ago Phyllosan achieved a spectacular sales growth by transmitting one 60-second commercial once a fortnight over a 6-month period.