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151Chapter 10: Mastering Advertising Basics and Media Planning

ߜ Frequency increases advertiser recognition.
ߜ Frequency increases overall responses to an ad.

Reach creates awareness, but frequency changes minds.

The case for using only a few media vehicles

Frequency and concentrated ad campaigns go hand-in-hand. A concentrated
campaign gains exposure using a limited number of media outlets.

Instead of running an ad one time in each of six magazines that reach your
target market, a concentrated campaign schedules your ad three times each
in two of the publications. Or, instead of running a light radio schedule and a
light newspaper schedule, a concentrated campaign bets the full budget on a
strong schedule that builds frequency through one medium or the other.

A concentrated ad campaign offers several benefits:

ߜ It allows you to take advantage of media volume discounts.
ߜ It can give you dominance in a single medium, which achieves a percep-

tion of strength and clout in the prospect’s mind.
ߜ It allows you to limit ad production costs.
ߜ It ensures a higher level of frequency.

Timing your placements

No small business has enough money to sustain media exposure 52 weeks a
year, 24/7. Instead, use one of the scheduling concepts shown in Figure 10-1.

Reversing the forgetting curve

Here’s some information to remember — if you by the time two days have passed, only 30 per-
can! cent of the information is retained.

In the late 1880s, German researcher Hermann This forgetting curve is why ad repetition is so
Ebbinghaus quantified the rate at which people important to marketers. Through schedule fre-
forget. You may not need formal statistics to quency, prospects encounter your message
confirm that most people forget 90 percent of and just when they are about to forget it, they
what they learn in class within 30 days. encounter the information again . . . and again.

Get this: Most of the forgetting takes place in the
first hour after contact with new information, and