Why is frequency in advertising important?

Advertisers must reach consumers multiple times to build familiarity and effectively advertise their brand message. This is called ‘frequency’, and newspapers can be an effective tool to build frequency.

Frequency is defined as the number of times an average person is exposed to an advertising message. Typically it is believed that it takes at least 3-5 exposures to an ad for consumers to take action or make a purchase.

Determining the right frequency of an advertisement isn’t an easy task. Too little exposure, for example, and the advertisement(s) will fall flat and fail to be noticed. Too much, by contrast, and the public will be inundated and overwhelmed.

News Media Canada has marketing pieces available on the topic of frequency – click here to view and download the presentation, fact sheet, and case study.