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Effective Frequency: The Relationship between Frequency and Advertising Effectiveness

 

      

 
     

 

Naples M. Effective frequency: The relationship between frequency and advertising effectiveness. – Association of National Advertisers, Inc., 1979. – 140 р.

 

□ Foreword

□ Table of Contents

 

Foreword

 

      
     

Effective Frequency: The Relationship between Frequency and Advertising Effectiveness reviews, appraises and summarizes published studies and key case histories concerned with frequency and its effects. Some of the studies, though perhaps not new, are being published for the first time.

The need for a current review of what is known about frequency springs in part from an escalation of media costs in recent years, especially in television, and the increased concern among advertisers not to spend more than is necessary and/or sufficient. Although precise levels of sufficiency require individual research on individual brands and markets, general guidelines and examples do emerge from the information presented in this book.

A different need for a review of what is known about frequency is based on a continuing effort to acquaint members and staff of the Federal Trade Commission with the nature of advertising and its effects, this effort began in October, 1971, with a formal presentation to the Commission by a Joint Committee of the Association of National Advertisers and the American Association of Advertising Agencies. The current effort, necessitated by continual turnover in FTC staff, is represented in a series of small, group seminars conducted for FTC personnel by an A.N.A. – 4A team.

The review of research on frequency permits the FTC staff or other interested groups of laymen to see that advertising has particular levels of effectiveness rather than unlimited or infinite levels available to indiscriminate or willful spending. At the same time, they may see that an effective level of advertising is an essential part of the overall marketing process, with specifiable goals and limitations.

The A.N.A. Media Policy Committee, under the chairmanship of M.D. Gray of Scott Paper Company, surveyed advertisers and ascertained that the top-priority media subject was effective frequency. The Committee then assembled all available research on the subject – including many unpublished studies which were submitted on an anonymous basis. This information was made available as potential source material for this publication.

To prepare the review, we turned to one of our fellow Committee members, Michael J. Naples, Director of Marketing Research at Lever Brothers Company in New York. Lever Brothers, with the aid of its research department, has for many years been in the forefront of research on effective frequency.

The general conclusions or guidelines emerging from Mr. Naples' review were also presented as a separate paper at the A.N. A.'s March, 1979, Media Workshop under the title, "The Relationship between Frequency and Advertising Effectiveness". The present volume sets forth the complete story.

I am also indebted to a fellow Committee member, Jon Zoler of Philip Morris Incorporated, who helped me to "preview" drafts of this book.

We are all indebted to Mr. Naples for providing us with a current, state-of-the-art review of this difficult and challenging subject of advertising frequency.

Herbert E. Krugman General Electric Company Chairman, A.N.A. Research Policy Committee

September, 1979
     
     

 

Table of Contents

 

FOREWORD

I. THE IMPORTANCE OF EFFECTIVE FREQUENCY

The Influence of Media Cost Escalation

Fundamental Questions about Frequency

Television Radio Magazines

Gross Rating Points (GRPs), Reach and Frequency

Looking beyond Simple Estimates of Reach and Frequency

 

II. FOUNDATIONS FROM PSYCHOLOGICAL LEARNING THEORY AND RESEARCH

Ebbinghaus

Jakobovits and Appel

Grass

Krugman

 

III. COLIN McDONALD: AN EFFECTIVE FREQUENCY PILOT STUDY

Status of the Frequency Issue

Intermedia Comparisons

 

IV. OGILVY & MATHER: "AN EXPERIMENTAL STUDY OF THREE TELEVISION DAYPARTS"

Design of the Study

Results of the Study

 

V. MAJOR ADVERTISER AD TEL SCHEDULING STUDY (1974)

Background of AdTel Cable Television System

Design of the Study

Technical Details of the Approach

Conclusions

 

VI. HOW ADVERTISING EFFECTIVENESS IS RELATED TO FREQUENCY

VII. CONCLUSIONS

Epilog

Recommendations

Appendix A. WHAT IS THE SHORT-TERM EFFECT OF ADVERTISING?

Appendix В. CASE STUDIES: CONTROLLED MARKETPLACE TESTS OF MEDIA STRATEGIES BASED ON EFFECTIVE FREQUENCY

Case Study #1: How Greater Frequency Induced by Increased Advertising Investment Paid Out

Case Study #2: How Single-Market Historical Regression Modeling Works Even in Test Involving No Change in Advertising Spending Levels

Case Study #3: How Single-Market Historical Regression Modeling Was Used to Determine Explicit Frequency Media Planning Strategies

Case Study #4: How a Frequency Concentration Media Schedule Led to Increased Sales

Case Study #5: How to Make Inter-Media Comparisons by Controlled Experimentation

Appendix С

REFERENCES

 

I. THE IMPORTANCE OF EFFECTIVE FREQUENCY

It is no accident that the subject chosen for this latest Association of National Advertisers' publication concerns frequency of advertising exposure and its relation to advertising effectiveness. Consider the following: between June and August of 1977, a mail survey was conducted by the newly-formed Media Communications Council of the Advertising Research Foundation among 58 of the largest advertisers and 28 of the largest advertising agencies in the country. All together, 92 individual suggestions for media research were received and were categorized into eleven major research areas. The category of highest interest of those responding was in knowing more about the effects of one or more messages in terms of realized sales potential.

Another recent expression of the high priority of this subject was given in a paper ' i– prepared by Harvard University Professor Stephen A. Greyser. The paper listed I advertising industry priority areas identified by the Marketing Science Institute after I consultations with their member companies. Of the areas so identified, two specifically related to the subject of effective frequency:

1) Cumulative Advertising Effects: Implications for Optimizing Media Scheduling Patterns, and

2) The Relationship between Number/Frequency of Advertising Exposures and Individual Consumer Sales Response.

Thus, the review represented by this book is a response to industry interest in a compelling subject, and one which strongly reflects growing advertiser concern for more productive use of advertising investments.

 

The Influence of Media Cost Escalation

Behind this heightened interest is the rapid escalation in media costs in the late 1970's especially in television. This has been of particular concern to those brands which have smaller market shares and are now less able to maintain advertising momentum.

The advertising industry has been quick to note the emerging situation. For example, as Stephen R. Fajen, Senior Vice President and Director of Media Services at Needham, Harper & Steers, commented in a published 2 article:

"It is fairly well established that, to advertise effectively, one must advertise frequently. If budgets remain about the same and prices continue to increase inordinately, advertising frequency will decrease. There will come a time when so few commercial opportunities are affordable that campaigns will become ineffective. Unless we find ways to cope with the pressures of media cost inflation, a depression of advertising effectiveness lies around the corner".

The price escalation to which Fajen alludes is clearly seen in the statistics released in the September 25, 1978 issue of Advertising Age. 3

As a result of such cost pressures for greater advertising efficiency, the Association of National Advertisers initiated a joint committee effort to better understand effective frequency levels. Involved in this undertaking are the A.N.A. Media and Research Policy Committees which, as a first step, have collected the available research on the subject. As a result, a good deal of the material in this review represents submissions by national advertisers of studies which have not previously been made public.

The A.N.A's interest in effective frequency is also a natural outgrowth of its continuing efforts to summarize what is known about advertising research. For example, in 1976, the Association published Charles Ramond's Advertising Research: The State of the Art; prior to that, A.N.A. had published Malcolm McNiven's How Much to Spendfor Advertising? – Methods for Determining Advertising Expenditure Levels. Such publications have represented a strong commitment by the A.N.A. to provide advertisers with the best, up-to-date information and knowledge in areas of high interest…"

 

The full text of the book can be found at bookstores, e-bookstores and libraries.

 

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See also:

Introduction to Advertising Media

Cases in Advertising

Advertising Media Sourcebook

Books on Advertising

Books on PR

Books on Mass Media

 

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