Exam 10: Effective Frequency and Strategic Scheduling Rules

The minimum effective frequency level for a campaign (MEF/c) is important to managers because it will produce threshold disposition to purchase with the fewest insertions, and therefore at the lowest cost.

The frequency rule says to buy repeated insertions in a few "strip" vehicles.

The concept of effective frequency asserts that an individual prospective customer has to be exposed to a brand's advertising a certain minimum number of times, within the advertising cycle, in order to maximize the individual's disposition to act.

Random duplication between vehicles across media types produces the conclusion that multi-media campaigns are excellent for frequency but inadequate when there is a high reach requirement.

The MEF/c formula is MEF/c = 1+TA+BA+BATT+PI.

Factors such as "media environment" or "quality of the vehicle" are excellent criteria to use when undertaking the media vehicle selection process.

Disposition to purchase is measured based on the target audience individual's "mental state" with regard to a single communication effect, brand awareness.

Constant reach with a frequency of LC+1 for cycle 1, LC for cycle 2, +2 for cycle 3, and +1 for cycle 4 and any cycles thereafter is an example of the Wedge reach pattern.

LC+1 for brand recall refers to setting the effective frequency level at least 1 exposure higher than the estimated effective frequency level applied by the largest competitor.

The highest MEF/c, 11/c, could occur only with a late-entry brand trying to break into a new category.

The 1-week advertising cycle is recommended for campaigns requiring high values of MEF.

Programmatic ad buying means far fewer ad placements will be achieved for the same budget.

A contact coefficient of .25 does not justify a reduction of 1 exposure in the MEF calculation under conditions of personal influence (PI).

Evidence indicates that for a direct-response ad on TV, or in print media other than direct mail, or on an Internet banner, prospects will respond, if they are going to at all, by the third OTS.

The minimum effective frequency per advertising cycle (MEF/c) must be estimated after the media schedule of insertions is purchased.

If the media strategy aims to expose an ad to as many people as possible at least once, then the media vehicles selected should have a large rate of overlap or between-vehicle duplication.

The ideal way to select media vehicles is by matching the demographics or corpographics of the target audience with those of the vehicle.

The terms "exposure" and "OTS" represent very different advertising concepts.

According to Brown, the typical MaxEF/c before attention loss occurs for an ad in print media is 3 OTS.

Buying multiple insertions in a few non-competing, strip vehicles will reduce reach but maximize frequency to the same target group.