In order to effectively advertise a brand message, advertisers need frequency: the ability to reach consumers a number of times.
In an auto campaign for a new electric car, newspapers were chosen for their ability to provide strong visuals and headlines, supported by detailed copy to communicate vehicle features. In addition, the increased frequency in newspapers resulted in higher likelihood of overcoming concerns about electric cars and increased brand awareness.
Research from News Media Canada, conducted by Totum Research, found that awareness increased by 71 per cent after exposures to 4 or more newspaper ads. Although different brands and communication strategies require different levels of frequency, newspapers have been proven to be highly effective, particularly for those exposed to advertising more often.
Access all of News Media Canada’s material on frequency here.