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id="toc-Construction-sublist" class="vector-toc-list"> <li id="toc-Television" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Television"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.1</span> <span>Television</span> </div> </a> <ul id="toc-Television-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Radio" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Radio"> <div class="vector-toc-text"> <span class="vector-toc-numb">1.2</span> <span>Radio</span> </div> </a> <ul id="toc-Radio-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Frequency_capping" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Frequency_capping"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Frequency capping</span> </div> </a> <ul id="toc-Frequency_capping-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Effective_frequency" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Effective_frequency"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Effective frequency</span> </div> </a> <ul id="toc-Effective_frequency-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Theorists" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Theorists"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Theorists</span> </div> </a> <button aria-controls="toc-Theorists-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Theorists subsection</span> </button> <ul id="toc-Theorists-sublist" class="vector-toc-list"> <li id="toc-Hermann_Ebbinghaus" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Hermann_Ebbinghaus"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1</span> <span>Hermann Ebbinghaus</span> </div> </a> <ul id="toc-Hermann_Ebbinghaus-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Thomas_Smith" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Thomas_Smith"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.2</span> <span>Thomas Smith</span> </div> </a> <ul id="toc-Thomas_Smith-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Herbert_E._Krugman" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Herbert_E._Krugman"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.3</span> <span>Herbert E. Krugman</span> </div> </a> <ul id="toc-Herbert_E._Krugman-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" title="Table of Contents" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Frequency (marketing)</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="This article exist only in this language. 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behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">MiX</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Cannibalization_(marketing)" title="Cannibalization (marketing)">Cannibalization</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p>In <a href="/wiki/Marketing" title="Marketing">marketing</a> and <a href="/wiki/Advertising" title="Advertising">advertising</a>, <b>frequency</b> refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame.<sup id="cite_ref-:0_1-0" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure. </p><p>From an audience perspective, <a href="/wiki/Philip_H._Dougherty" title="Philip H. Dougherty">Philip H. Dougherty</a> says frequency can be interpreted as "how often consumers must see it before they can readily recall it and how many times it must be seen before attitudes are altered."<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>For a business, increased frequency is generally desirable.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Some studies have shown that audiences respond more favorably from repeated exposures to advertisements (i.e., increased frequency).<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> Moreover, to maximize <a href="/wiki/Return_on_marketing_investment" title="Return on marketing investment">return on ad spend</a> (ROAS), some research suggests the repeat of exposures should be spread out (once-a-week) versus multiple times in a short-time period (multiple times in a day), in order not to overwhelm the target audience.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Construction">Construction</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=1" title="Edit section: Construction"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Television">Television</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=2" title="Edit section: Television"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In television media, frequency is calculated by dividing the number of impressions by the total audience population that was <a href="/wiki/Reach_(advertising)" title="Reach (advertising)">reached</a>.<sup id="cite_ref-:0_1-1" class="reference"><a href="#cite_note-:0-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle F=I/U}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>F</mi> <mo>=</mo> <mi>I</mi> <mrow class="MJX-TeXAtom-ORD"> <mo>/</mo> </mrow> <mi>U</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle F=I/U}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/6efc12326b0ecb189f2efbd98a4000b07df08b33" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.838ex; width:8.956ex; height:2.843ex;" alt="{\displaystyle F=I/U}"></span> </p><p>where </p> <ul><li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle F}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>F</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle F}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/545fd099af8541605f7ee55f08225526be88ce57" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:1.741ex; height:2.176ex;" alt="{\displaystyle F}"></span> is the frequency</li> <li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle I}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>I</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle I}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/535ea7fc4134a31cbe2251d9d3511374bc41be9f" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:1.172ex; height:2.176ex;" alt="{\displaystyle I}"></span> is the total number of impressions</li> <li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle U}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>U</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle U}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/458a728f53b9a0274f059cd695e067c430956025" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:1.783ex; height:2.176ex;" alt="{\displaystyle U}"></span> is the total number of unique users (or <a href="/wiki/Reach_(advertising)" title="Reach (advertising)">reach</a>)</li></ul> <div class="mw-heading mw-heading3"><h3 id="Radio">Radio</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=3" title="Edit section: Radio"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In <a href="/wiki/Radio" title="Radio">radio</a>, frequency is calculated multiplying gross impressions, the total number of times a commercial is heard,<sup id="cite_ref-:2_6-0" class="reference"><a href="#cite_note-:2-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> divided by the total audience population that was reached.<sup id="cite_ref-:2_6-1" class="reference"><a href="#cite_note-:2-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:1_7-0" class="reference"><a href="#cite_note-:1-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> </p><p><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle F={\frac {GI}{U}}={\frac {AQH*S}{U}}}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>F</mi> <mo>=</mo> <mrow class="MJX-TeXAtom-ORD"> <mfrac> <mrow> <mi>G</mi> <mi>I</mi> </mrow> <mi>U</mi> </mfrac> </mrow> <mo>=</mo> <mrow class="MJX-TeXAtom-ORD"> <mfrac> <mrow> <mi>A</mi> <mi>Q</mi> <mi>H</mi> <mo>∗</mo> <mi>S</mi> </mrow> <mi>U</mi> </mfrac> </mrow> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle F={\frac {GI}{U}}={\frac {AQH*S}{U}}}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/2ef88bb7f7d6d81cf8ebce5e6938525daf1914dc" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -2.005ex; width:21.947ex; height:5.509ex;" alt="{\displaystyle F={\frac {GI}{U}}={\frac {AQH*S}{U}}}"></span> </p><p>where </p> <ul><li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle GI}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>G</mi> <mi>I</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle GI}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/b3c2eef7c69781f0a8b186ac42d798444fbd3c56" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:2.998ex; height:2.176ex;" alt="{\displaystyle GI}"></span> is the gross impressions</li> <li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle AQH}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>A</mi> <mi>Q</mi> <mi>H</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle AQH}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/9b690bfaa9975c5babb5c08225f0929199ddea94" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.671ex; width:5.645ex; height:2.509ex;" alt="{\displaystyle AQH}"></span> is the Average Quarter-Hour persons, the "average number of persons listening to a particular station for at least five minutes during a 15-minute period"<sup id="cite_ref-:1_7-1" class="reference"><a href="#cite_note-:1-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup></li> <li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle S}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>S</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle S}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/4611d85173cd3b508e67077d4a1252c9c05abca2" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:1.499ex; height:2.176ex;" alt="{\displaystyle S}"></span> is the total number of spots or commercials</li> <li><span class="mwe-math-element"><span class="mwe-math-mathml-inline mwe-math-mathml-a11y" style="display: none;"><math xmlns="http://www.w3.org/1998/Math/MathML" alttext="{\displaystyle U}"> <semantics> <mrow class="MJX-TeXAtom-ORD"> <mstyle displaystyle="true" scriptlevel="0"> <mi>U</mi> </mstyle> </mrow> <annotation encoding="application/x-tex">{\displaystyle U}</annotation> </semantics> </math></span><img src="https://wikimedia.org/api/rest_v1/media/math/render/svg/458a728f53b9a0274f059cd695e067c430956025" class="mwe-math-fallback-image-inline mw-invert skin-invert" aria-hidden="true" style="vertical-align: -0.338ex; width:1.783ex; height:2.176ex;" alt="{\displaystyle U}"></span> is the total number of unique users (or reach)</li></ul> <div class="mw-heading mw-heading2"><h2 id="Frequency_capping">Frequency capping</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=4" title="Edit section: Frequency capping"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><b>Frequency capping</b> is a term in <a href="/wiki/Advertising" title="Advertising">advertising</a> that means restricting (capping) the number of times a specific visitor to a <a href="/wiki/Website" title="Website">website</a> is shown a particular <a href="/wiki/Advertising" title="Advertising">advertisement</a> (frequency).<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> This restriction is applied to all websites that serve ads from the same <a href="/wiki/Advertising_network" title="Advertising network">advertising network</a>. </p><p>Frequency capping is a feature within <a href="/wiki/Ad_serving" class="mw-redirect" title="Ad serving">ad serving</a> that allows to limit the maximum number of impressions/views a visitor can see a specific ad within a period of time. For example, "three views/visitor/24-hours" ("three views per visitor per 24-hours") means after viewing this ad three times, any visitor will not see it again for 24 hours. This feature uses <a href="/wiki/HTTP_cookie" title="HTTP cookie">cookies</a> to remember the impression count. Non-cookies <a href="/wiki/Privacy" title="Privacy">privacy-preserving</a> implementation is also available.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2024)">citation needed</span></a></i>]</sup> </p><p>Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> This may be true for direct-response campaigns whose effectiveness is measured in click-throughs, but it might run counter to campaigns whose goal is brand awareness, as measured by non-click activity.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2024)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Effective_frequency">Effective frequency</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=5" title="Edit section: Effective frequency"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The <b>effective frequency</b> is the number of times a person must be <a href="/wiki/Exposure_effect" class="mw-redirect" title="Exposure effect">exposed</a> to an advertising <a href="/wiki/Message" title="Message">message</a> before a response is made and before exposure is <a href="/wiki/Diminishing_returns" title="Diminishing returns">considered wasteful</a>. </p><p>The subject of effective frequency is quite controversial. Many people have their own definition on what this phrase means. There are also numerous studies with their own <a href="/wiki/Theories" class="mw-redirect" title="Theories">theories</a> or models as to what the correct number is for effective frequency. </p><p>There are several definitions of effective frequency: </p> <ul><li><i>Advertising Glossary</i> defines effective frequency as "Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage."<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup></li> <li><i>Business Dictionary</i> defines it as "Advertising, the theory that a consumer has to be exposed to an ad at least three times within a purchasing cycle (time between two consecutive purchases) to buy that product."<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup></li> <li><i>Marketing Power</i> defines it as "An advertiser's determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market."<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup></li> <li>John Philip Jones says, "Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, as all experienced advertising people know, the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetition was considered necessary, and there had to be enough of it within the period before a consumer buys a product to influence his or her choice of brand."<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Theorists">Theorists</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=6" title="Edit section: Theorists"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Hermann_Ebbinghaus">Hermann Ebbinghaus</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=7" title="Edit section: Hermann Ebbinghaus"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 1879–80, <a href="/wiki/Hermann_Ebbinghaus" title="Hermann Ebbinghaus">Hermann Ebbinghaus</a> conducted <a href="/wiki/Research" title="Research">research</a> on higher <a href="/wiki/Mental_processes" class="mw-redirect" title="Mental processes">mental processes</a>; he replicated the entire procedure in 1883–4.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Ebbinghaus' methods achieved a remarkable set of results. </p><p>He was the first to describe the shape of the <a href="/wiki/Learning_curve" title="Learning curve">learning curve</a>. He reported that the time required to memorize an average <a href="/wiki/Nonsense_syllable" class="mw-redirect" title="Nonsense syllable">nonsense syllable</a> increases sharply as the number of syllables increases. </p><p>He discovered that <a href="/wiki/Distributed_learning" title="Distributed learning">distributing learning</a> trials over time is more effective in memorizing nonsense syllables than massing <a href="/wiki/Practice_(learning_method)" title="Practice (learning method)">practice</a> into a single session; and he noted that continuing to practice material after the learning criterion has been reached enhances retention. </p><p>Using one of his methods called savings as an index, he showed that the most commonly accepted law of association, viz., association by contiguity (the idea that items next to one another are associated) had to be modified to include remote associations (associations between items that are not next to one another in a list). </p><p>He was the first to describe <a href="/wiki/Primacy_effect" class="mw-redirect" title="Primacy effect">primacy</a> and <a href="/wiki/Recency_effect" class="mw-redirect" title="Recency effect">recency effects</a> (the fact that early and late items in a list are more likely to be recalled than middle items), and to report that even a small amount of initial practice, far below that required for retention, can lead to savings at <a href="/wiki/Relearning" class="mw-redirect" title="Relearning">relearning</a>. </p><p>He even addressed the question of <a href="/wiki/Memorization" title="Memorization">memorization</a> of meaningful material and estimated that learning such material takes only about one tenth of the effort required to learn comparable nonsense material.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p><p>This learning curve research has been used to help researches study advertising message retention. </p> <div class="mw-heading mw-heading3"><h3 id="Thomas_Smith">Thomas Smith</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=8" title="Edit section: Thomas Smith"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Thomas Smith wrote a guide called <i>Successful Advertising</i> in 1885.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> The saying he used is still being used today. </p> <blockquote> <p>The first time people look at any given ad, they don't even see it.<br /> The second time, they don't notice it.<br /> The third time, they are aware that it is there.<br /> The fourth time, they have a fleeting sense that they've seen it somewhere before.<br /> The fifth time, they actually read the ad.<br /> The sixth time they thumb their nose at it.<br /> The seventh time, they start to get a little irritated with it.<br /> The eighth time, they start to think, "Here's that confounded ad again."<br /> The ninth time, they start to wonder if they're missing out on something.<br /> The tenth time, they ask their friends and neighbors if they've tried it.<br /> The eleventh time, they wonder how the company is paying for all these ads.<br /> The twelfth time, they start to think that it must be a good product.<br /> The thirteenth time, they start to feel the product has value.<br /> The fourteenth time, they start to remember wanting a product exactly like this for a long time.<br /> The fifteenth time, they start to yearn for it because they can't afford to buy it.<br /> The sixteenth time, they accept the fact that they will buy it sometime in the future.<br /> The seventeenth time, they make a note to buy the product.<br /> The eighteenth time, they curse their <a href="/wiki/Poverty" title="Poverty">poverty</a> for not allowing them to buy this terrific product.<br /> The nineteenth time, they count their money very carefully.<br /> The twentieth time prospects see the ad, they buy what is offering. </p> </blockquote> <div class="mw-heading mw-heading3"><h3 id="Herbert_E._Krugman">Herbert E. Krugman</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=9" title="Edit section: Herbert E. Krugman"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/w/index.php?title=Herbert_E._Krugman&action=edit&redlink=1" class="new" title="Herbert E. Krugman (page does not exist)">Herbert E. Krugman</a> wrote "Why Three Exposures may be enough" while he was employed at <a href="/wiki/General_Electric" title="General Electric">General Electric</a>.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> His theory has been adopted and widely in use in the advertising arena. The following statement <a href="https://en.wiktionary.org/wiki/epitome" class="extiw" title="wikt:epitome">encapsulates</a> his theory: "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. </p> <style data-mw-deduplicate="TemplateStyles:r1244412712">.mw-parser-output .templatequote{overflow:hidden;margin:1em 0;padding:0 32px}.mw-parser-output .templatequotecite{line-height:1.5em;text-align:left;margin-top:0}@media(min-width:500px){.mw-parser-output .templatequotecite{padding-left:1.6em}}</style><blockquote class="templatequote"><p>Exposure No. 1 is...a "What is it?" type of... response. Anything new or <a href="/wiki/Novel" title="Novel">novel</a> no matter how uninteresting on second exposure has to elicit some response the first time...if only to discard the object as of no further interest... The second exposure...response...is "What of it?"...whether or not [the message] has personal relevance... </p><p>By the third exposure the viewer knows he's been through his "What it is?" and "What of it's?," and the third, then, becomes the true reminder ... The importance of this view ... is that it positions advertising as powerful only when the viewer...is interested in the [product message]... Secondly, it positions the viewer as...reacting to the commercial—very quickly...when the proper time comes round. </p><p> There is a <a href="/wiki/Myth" title="Myth">myth</a> in the advertising world that viewers will forget your message if you don't repeat your advertising often enough. It is this myth that supports many large advertising expenditures... I would rather say the public comes closer to forgetting nothing they have seen on TV. They just "put it out of their minds" until and unless it has some use ... and [then] the response to the commercial continues.</p></blockquote> <p>According to Krugman, there are only three levels of exposure in psychological, not media, terms: curiosity, recognition and decision. </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=10" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Reach_(advertising)" title="Reach (advertising)">Reach (advertising)</a></li> <li><a href="/wiki/Marketing_mix_modeling" title="Marketing mix modeling">Marketing mix modeling</a></li> <li><a href="/wiki/Gross_rating_point" title="Gross rating point">Gross rating point</a></li> <li><a href="/wiki/Target_rating_point" title="Target rating point">Target rating point</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Frequency_(marketing)&action=edit&section=11" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width reflist-columns-2"> <ol class="references"> <li id="cite_note-:0-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-:0_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:0_1-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output 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.mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" 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Retrieved <span class="nowrap">2007-10-14</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=effective+frequency+definition&rft_id=http%3A%2F%2Fwww.businessdictionary.com%2Fdefinition%2Feffective-frequency.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFrequency+%28marketing%29" class="Z3988"></span></span> </li> <li id="cite_note-12"><span class="mw-cite-backlink"><b><a href="#cite_ref-12">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20070811102045/http://www.marketingpower.com/mg-dictionary-view1201.php">"Marketing Terms Dictionary - [[American Marketing Association]] - www.marketingpower.com"</a>. Archived from <a rel="nofollow" class="external text" href="http://www.marketingpower.com/mg-dictionary-view1201.php">the original</a> on 2007-08-11<span class="reference-accessdate">. Retrieved <span class="nowrap">2007-10-14</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Marketing+Terms+Dictionary+-+%26%2391%3B%26%2391%3BAmerican+Marketing+Association%26%2393%3B%26%2393%3B+-+www.marketingpower.com&rft_id=http%3A%2F%2Fwww.marketingpower.com%2Fmg-dictionary-view1201.php&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFrequency+%28marketing%29" class="Z3988"></span></span> </li> <li id="cite_note-13"><span class="mw-cite-backlink"><b><a href="#cite_ref-13">^</a></b></span> <span class="reference-text">Jones, John Philip. What Does Effective Frequency Mean in 1997? (Part 1 of 2). <i>Journal of Advertising Research</i>, 37 (4): 14-17, July 1997. <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISSN_(identifier)" class="mw-redirect" title="ISSN (identifier)">ISSN</a> <a rel="nofollow" class="external text" href="https://www.worldcat.org/search?fq=x0:jrnl&q=n2:0021-8499">0021-8499</a>.</span> </li> <li id="cite_note-14"><span class="mw-cite-backlink"><b><a href="#cite_ref-14">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://psychclassics.yorku.ca/Ebbinghaus/wozniak.htm">"Classics in the History of Psychology -- Introduction to Ebbinghaus (1885/1913) by R. H. Wozniak"</a>. <i>psychclassics.yorku.ca</i>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20221207144525/https://psychclassics.yorku.ca/Ebbinghaus/wozniak.htm">Archived</a> from the original on 2022-12-07<span class="reference-accessdate">. Retrieved <span class="nowrap">2022-12-07</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=psychclassics.yorku.ca&rft.atitle=Classics+in+the+History+of+Psychology+--+Introduction+to+Ebbinghaus+%281885%2F1913%29+by+R.+H.+Wozniak&rft_id=https%3A%2F%2Fpsychclassics.yorku.ca%2FEbbinghaus%2Fwozniak.htm&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFrequency+%28marketing%29" class="Z3988"></span></span> </li> <li id="cite_note-15"><span class="mw-cite-backlink"><b><a href="#cite_ref-15">^</a></b></span> <span class="reference-text">Hermann Ebbinghuas. (1885: English 1913) <a rel="nofollow" class="external text" href="http://brain.web-us.com/memory/hermann_ebbinghaus.htm">Memory</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20070928024152/http://brain.web-us.com/memory/hermann_ebbinghaus.htm">Archived</a> 2007-09-28 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a>. Intelegen Inc.</span> </li> <li id="cite_note-16"><span class="mw-cite-backlink"><b><a href="#cite_ref-16">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20070311021716/http://www.shef.ac.uk/english/modules/ell333/site/adverts/smith.html">"Thomas Smith, Successful Advertising, 7th edn, 1885"</a>. Archived from <a rel="nofollow" class="external text" href="http://www.shef.ac.uk/english/modules/ell333/site/adverts/smith.html">the original</a> on 2007-03-11<span class="reference-accessdate">. Retrieved <span class="nowrap">2007-10-14</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Thomas+Smith%2C+Successful+Advertising%2C+7th+edn%2C+1885&rft_id=http%3A%2F%2Fwww.shef.ac.uk%2Fenglish%2Fmodules%2Fell333%2Fsite%2Fadverts%2Fsmith.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFrequency+%28marketing%29" class="Z3988"></span></span> </li> <li id="cite_note-17"><span class="mw-cite-backlink"><b><a href="#cite_ref-17">^</a></b></span> <span class="reference-text">Herbert E. Krugman (1965). <a rel="nofollow" class="external text" href="https://web.archive.org/web/20061003173640/http://poq.oxfordjournals.org/content/vol29/issue3/index.dtl">The Impact of Television Advertising: Learning Without Involvement</a>. <i>Public Opinion</i> 29: 349-356.6.</span> </li> </ol></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?useformat=desktop&type=1x1&usesul3=0" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Frequency_(marketing)&oldid=1263482931">https://en.wikipedia.org/w/index.php?title=Frequency_(marketing)&oldid=1263482931</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Marketing" title="Category:Marketing">Marketing</a></li><li><a href="/wiki/Category:Marketing_%26_Advertising_articles_by_quality" title="Category:Marketing & Advertising articles by quality">Marketing & Advertising articles by quality</a></li><li><a href="/wiki/Category:Internet_terminology" title="Category:Internet terminology">Internet terminology</a></li><li><a href="/wiki/Category:Online_advertising" title="Category:Online advertising">Online advertising</a></li><li><a href="/wiki/Category:Audience_measurement" title="Category:Audience measurement">Audience measurement</a></li><li><a href="/wiki/Category:Advertising" title="Category:Advertising">Advertising</a></li><li><a href="/wiki/Category:Promotion_and_marketing_communications" title="Category:Promotion and marketing communications">Promotion and marketing communications</a></li><li><a href="/wiki/Category:Marketing_analytics" title="Category:Marketing analytics">Marketing analytics</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Webarchive_template_wayback_links" title="Category:Webarchive template wayback links">Webarchive template wayback links</a></li><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_matches_Wikidata" title="Category:Short description matches Wikidata">Short description matches Wikidata</a></li><li><a href="/wiki/Category:All_articles_with_unsourced_statements" title="Category:All articles with unsourced statements">All articles with unsourced statements</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_February_2024" title="Category:Articles with unsourced statements from February 2024">Articles with unsourced statements from February 2024</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 16 December 2024, at 22:44<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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