|
Even though advertising has little or no effect on whether or not consumers buy a product, it can influence the consumer's
selection of the brand. In all circumstances, frequency builds astonishingly quickly when we try to boost the average number
of exposures even modestly. So eventually, this led to the demise of the three-exposure rule of thumb (also because one exposure
was proven again and again to have the most effect). The unstated assumption of planning media to coincide with buying cycles
is that everybody buys on the same day leading to advertising to be heavier on the end of the three-week period, which can
only really apply to people who buy at the end of the three weeks.
|
