In order to effectively advertise a brand's message, advertisers need to reach consumers multiple times to build familiarity; this concept is called frequency. Newspapers Canada has been researching the frequency of newspaper ads and the data shows that the impact of ad frequency in newspapers is significant.
Determining the right frequency for 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. Research indicates that, across all media, the public's first exposure to an ad has more of an impact than when that ad is seen later.