MediaMedicKit.com
The Open Source in Media Knowledge. Decades now, we are trying to find out "How Advertising Works". MediaMedicKit soul purpose is to unlock this mystery.
Frequency of 1, 2, 3+ ?
One Size Does Not Fit All
"How Advertising Works" is the billion dollar question. With a lot of research hopefully we can one day break the code.
Upcoming Seminars & Events
2009 Account Planning Conference (AAAA)
3 - 5 August, 2009
Hilton, San Francisco USA
Alongside discussing all the latest issues and trends that are
changing account planning, this event will also have a “Planning
for Good” session, which is specially designed for planners with
five years or less experience, and allows participants to hone
their craft by working in small teams with other planners to
solve a problem for a worthy cause.
Email: aaaaconferences@aaaa.org
Web: http://www.aaaa.org
Congress 2009 (ESOMAR)
15 - 18 September, 2009
Montreux Switzerland
The economy is uncertain, marketing budgets are tight,
competition is tougher than ever and public trust is fading.
Focus is needed on navigating during uncertain times and leading
the way. In periods of economic turmoil, the accountability of
market research in showing added value and return on investment
is key. Implementing new consultancy-based skills in an ethical
and creative way is essential. The ESOMAR Congress 2009 explores
the challenges ahead for markets, business and society and how
research provides ethical, responsible and creative food for
thought, recommendations and guidelines to help lead the way for
better decisions, better results and a better world.
Email: customerservce@esomar.org
Web: http://www.esomar.org/congress
The Market Research Event (IIR USA)
18 - 21 October, 2009
Las Vegas USA
The Market Research Event has been dubbed "The World's Top
Market Research Event". Year after year, it brings together
hundreds of the leading market researchers across the globe to
exchange cutting edge knowledge and learn what's new, next and
critical in market research. Designed to address all YOUR NEEDS
AS A RESEARCHER. You need to make just one trip in 2009 to get
access to more than 150 speakers, 100 presentations, 4 best
selling business authors and gurus, and opportunities to engage
with nearly 800 executives in your industry. (60% of which are
corporate practitioners - that's a higher percentage of client
side participants than any other MR event). Mention code
TMRE09WARC when registering and save 20% off the standard rate.
Email: Email: register@iirusa.com
Web: www.themarketresearchevent.com
Online 2009 (ESOMAR)
26 - 28 October, 2009
USA
Email: customerservce@esomar.org
Web: http://www.esomar.org/events
2009 ANA Annual Conference (ANA)
5 - 8 November, 2009
JW Marriott Desert Ridge, Phoenix USA
The ANA Annual Conference - "The Masters of Marketing" - is the
premiere event for senior marketers and chief marketing
officers. The conference offers an opportunity to learn from and
engage with the leaders of the industry, the masters, as they
build brands, leverage the expanding array of media, make
marketing more accountable and improve the quality of their
marketing organizations.
Email: info@ana.net
Web: http://www.ana.net
Qualitative 2009 (ESOMAR)
15 - 17 November, 2009
Marrakech Morocco
Email: customerservce@esomar.org
Web: http://www.esomar.org/events
Wellbeing 2009 (ESOMAR)
17 - 18 November, 2009
Marrakech Morocco
Email: customerservce@esomar.org
Web: http://www.esomar.org/events
A Theory of "How Advertising Works"
Effective
Advertising = Delivering the Right Message to the Right Consumer
at the Right Time to 1) make a sale or 2) increase awareness of
the brand. Because all of these components of advertising need
to work or the process will break now, we can rewrite this
formula as : A = E (exposure) x M (message) x C (consumer) x
T (time). Learn more
Krugman's Three Hit Theory
Below
is what Krugman actually wrote :
"Let me try to explain the special qualities of one, two and three exposures. I stop at three because as you shall see there is no such thing as a fourth exposure psychologically; rather fours, fives, etc., are repeats of the third exposure effect. Learn more
Media Planning: Recency Planning
Want to fluster
an advertising agency? Just ask 'How does advertising work?'.
It's like asking a platoon of Green Berets to stop shooting and
consider the meaning of life.
But it is a good
question. Why should clients spend money if agencies don't have
a sensible theory about how to spend it?
Learn more
Media Directory by Country
1.
Cyprus Media
2. Greek Media
3. Russian Media
Soon to come
Beyond Effective Frequency : Evaluating Media Schedules Using Frequency Value Planning
The
practice of effective frequency planning (EFP) presents an
enormous paradox. On one hand, research suggests that it is used
by the majority of media planners. On the other hand, it also
suggests that the method makes little sense. This paper
discusses possible reasons for the paradox and offers frequency
value planning (FVP) as a practical solution. It discusses the
steps involved in implementing the frequency value method, the
practical problems involved, and approaches to overcoming them.
Finally, it uses the logic of the frequency value model to
suggest practical areas for future research.
Learn more
Joseph Ostrow Frequency Factors
Ostrow
(1982) suggests a number of factors that might be used to help
estimate this need. In order to use the framework, the planner
must weight the various factors according to their relevance,
and then rate them according to the degree to which they
characterize the advertising situation.
Learn more
Marketing Tools Explained
a)
What is Marketing?
b) How to Write a Marketing Plan
c) Marketing Planning and Strategy
d) Marketing Research
e) Preparing a Market Study. Learn more
How Many Exposures Are Enough?
In 1966 Colin McDonald, then working for the British Market Research Bureau in London, carried out a research project for J. Walter Thompson . This was a study of the relationship between advertising exposure and buying behavior in a number of packaged goods markets, using a single source diary panel. (A 'single source' panel, in this sense, collects detailed information for each individual both on what brands were bought, and what ads were seen, each day.) This study was not intended, at the time, to address the questions of ‘effective frequency’, but the more fundamental issue of whether short term advertising effects on purchasing behavior could be proven to exist. The most famous finding of this study (as reported at the time) was that one exposure to advertising between two purchase occasions had no positive effect on brand choice; that two exposures did have an effect, that three had a little more; and that above three exposures there were no increased effects.
The McDonald Study, after its brief moment of glory, was unjustly neglected by many advertising agency people; they were not very interested in effects which appeared to be very short term and rather small, and they preferred talking to their clients about the long term effects of advertising on brand image. But the study was leapt on enthusiastically by media planners who had been asking questions about effective frequency. Nothing like the McDonald study had ever been done before. Now the data appeared to show that a ‘threshold’ of two exposures did exist, and also that the effect of advertising peaked at three exposures. The implication for media planners was that they should maximize the number of people receiving two exposures in a purchase interval, and minimize the number receiving more than three. (This is actually very difficult to put into practice, but in theory, at least, it became an established principle.)
This ‘three exposure’ principle received apparent confirmation when it was matched to a psychological theory developed independently by Dr Herbert Krugman, then head of market research at General Electric in the USA. Krugman argued that consumer response to an ad went through three stages. The first time it was seen, the respondent would just ask ‘what is it?’. On the ‘second exposure’ the viewer was able to evaluate the communication - ‘what of it?’. Having made sense of the message, the ‘third exposure’ would merely be a repetition and after this the subject would begin to ‘disengage’. Krugman developed this argument in various papers published during the 1970's.
In 1979 the Association of National Advertisers in New York produced a book authored by Mike Naples, called Effective Frequency. This reviewed the complex issues involved, and all the relevant experimental findings, starting from Ebbinghaus' research into memory decay in the 1890's. In pride of place was the McDonald Study, and McDonald's own paper about it from the 1970 ESOMAR Congress was included in full as an appendix. The book drew a number of conclusions, and was widely understood to endorse the ‘three exposure theory’ (Dr Krugman contributed the foreword to the volume). The first conclusion of Effective Frequency began, in fact, with the words: ‘One exposure of an advertisement to a target group consumer within a purchase cycle has little or no effect in all but a minority of circumstances...’
When Colin McDonald accepted a brief from the ANA in 1993 to update Effective Frequency he was already becoming uneasy with this conclusion, which was also being challenged by more recent research. In particular he was aware of work being done by Professor John Philip Jones in the USA (published in 1995 as a book, When Ads Work). Using data from the Nielsen single source panel and a similar conceptual approach to the McDonald Study (though not identical), Jones claimed decisive evidence for an advertising effect on behavior after one exposure, with strongly diminishing returns above two.
The result is a substantial rewrite of the earlier book, with some significantly different conclusions. The new book follows much of the original structure, and like the original it reviews a wide body of published evidence. But at the core of the book is a detailed re-examination by McDonald of his 1966 study, which makes it very clear that the ‘two exposure threshold’ was, in fact, an illusion - an artifact of one particular type of analysis which was thereafter extensively quoted out of context. The findings of Jones and McDonald are therefore consistent with each other, and with other single source studies which are referred to in the book.