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
Changing Lives (Future Foundation)
10 January, 2010
Email: josiew@futurefoundation.net
Web: futurefoundation.net
Executive Leadership Program (AAAA)
11 - 15 January, 2010
Four Seasons Resort, Palm Beach, Florida USA
Now more than ever, advertising agency executives are faced with
critical business issues that significantly impact the success
of both the agency and its employees. The 4A’s Executive
Leadership Program guides participants in developing the skills,
perspectives and confidence necessary to navigate their agencies
through the rough terrain of the current economic environment.
Email: tstarwalt@aaaa.org
Web: aaaa.org
2010 ANA TV & Everything Video Forum (ANA)
11 February, 2010
New York Marriott Marquis, Times Square USA
The ANA TV & Everything Video Forum recognizes that the role of
television in the media mix is being redefined and broadened. In
addition to "traditional" television, the TV & Everything Video
Forum will explore the use of video on any type of screen or
device-the computer/Internet, mobile, point-of-purchase, gaming,
and more.
Email: registration@ana.net
Web: ana.net
IAB Annual Leadership Meeting (IAB)
21 - 23 February, 2010
La Costa Resort, Carlsbad USA
Revenue: The Next Wave, the theme of the IAB Annual Leadership
Meeting in 2010, captures what is foremost in the minds of
industry leaders—how to define the path forward for new media
models to realize the full potential of interactive to drive
substantial revenue. In just two years, the IAB Annual
Leadership meeting has established itself as the central thought
leadership venue for senior executives to discuss and debate
potential solutions to the most pressing challenges facing
marketers, agencies and publishers.
Web: iab.net
Global Healthcare 2010 (ESOMAR)
28 February, 2010 - 2 March, 2010
W New York USA
The Global Healthcare sector has historically been fairly
resilient to recessions, but it is not ‘recession proof’. The
long-term prospects for the sector are good, as strong growth in
emerging markets, an ageing population, and growing levels of
lifestyle-related chronic diseases in the developed world drive
demand. However, the industry dynamics are fundamentally
changing. For instance: the application of Web 2.0 technologies
and new marketing strategies are transforming the world of care
delivery worldwide. The ESOMAR Global Healthcare 2010 conference
focuses on innovation, market trends, and the role of research
as the catalyst of this evolution.
Email: customerservce@esomar.org
Web: esomar.org
Transformation 2010 (AAAA)
28 February, 2010 - 3 March, 2010
Hilton San Francisco Union Square USA
Transformation 2010 is not just the amalgamation of the 4A’s
Media and Leadership Conferences. It’s a unique opportunity to
get everyone—managers, creatives, media, digital,
production—into the same room at the same time to discuss the
pressing matters of the day. Collaborate with and ask questions
of one another. Listen to leaders who have first-hand experience
in transforming their own businesses to meet the emerging needs
of a new era. Be a part of the bigger picture, the solutions to
the time-consuming age-old questions of monetization and
evolution.
Email: tstarwalt@aaaa.org
Web: aaaa.org
Social Media Series: Social Networking World Forum 2010
(Six Degrees)
15 - 16 March, 2010
Olympia, London UK
Two day event with four dedicated conference streams: Social
Networking World Forum, Corporate Social Networking, Social TV
and Mobile Social Networking Forum. Featuring key speakers from
global brands, organisations, social networking publishers and
developers, pioneering social media leaders, top agencies,
content producers plus many more. Also includes joint exhibition
& evening networking reception and full workshop programme
within the exhibition area. Take advantage of a pre-show online
meeting planner for all delegates. Free-to-attend
exhibition-only passes also available.
Email: Natalie@SixDegs.com
Web: socialnetworking-forum.com
2010 Advertising Law & Business Affairs Conference
(ANA)
17 - 18 March, 2010
The Park Hyatt, Washington, DC USA
The advertising industry is facing unprecedented challenges.
Radical new policy initiatives, the most significant since the
Great Depression, will transform the practice of advertising.
Meanwhile, developments in the courts impacting the First
Amendment and new regulatory and self-regulatory initiatives
continue to reshape the legal environment for advertising. In
celebration of ANA's 100th anniversary, our sixth-annual
conference will take place for the first time in Washington, DC
in recognition of the changing environment. These changes will
impact virtually every aspect of advertising activity: from tax
policy to the potential creation of a new mega-agency to oversee
financial advertising and marketing, from the dramatic
enhancement of the FTC's regulatory rulemaking and enforcement
powers to the accelerating efforts to extend and expand existing
regulation to the new media. Join us to hear from leading legal
experts and top representatives from the FTC, FCC, FDA and the
Congress in order to help you navigate this increasingly
turbulent legal and political environment.
Email: registration@ana.net
Web: ana.net
Re:Think 2010: The ARF 56th Annual Convention + Expo (ARF)
22 - 24 March, 2010
Marriott Marquis, New York City USA
Re:think is the seminal research forum of the year where the
entire industry gathers and the latest indispensable knowledge
driving advertising and marketing is discovered, explored and
challenged. The Re:think Expo showcases the latest innovative
market research services and products in one easy-to-navigate
location. Along with high-level networking, free education and
leading-edge industry knowledge resources, the expo is a
must-attend show. ARF’s exclusive knowledge resources will be
featured and demonstrated at the expo.
Web: thearf.org
Research 2010: The Annual Conference (MRS)
23 - 24 March, 2010
Park Plaza Riverbank, London UK
This landmark event, now in its 53rd year, will continue to
bring together the foremost movers and shakers, thinkers and
innovators in research with groundbreaking papers, discussions
and networking. The two-day conference will be chaired once
again by Nick Coates, Research Director at Promise and Simon
Lidington, Chief Exchanger at Insight Exchange. The four major
themes of the conference this year cover society,sectors,
business and techniques. We look forward to seeing you and your
colleagues for what promises to be an exciting, inspiring and
extremely worthwhile event.
Email: james.coyle@mrs.org.uk
Web: research-live.com
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.