Effective frequency

Effective frequency is the idea that an advertising message must be seen a certain number of times to work, with three exposures as the best-known rule of thumb. The concept dominated media planning for decades, until research showed the first exposure usually carries the most effect and each additional one adds less. That insight produced recency planning: better to reach many people once, close to their purchase moment, than a small group often. The modern synthesis is pragmatic: continuity and broad reach beat heavy repetition in short bursts, though cluttered media environments and complex messages can justify extra contacts. Frequency is a tool, not a goal.

Covered in