Introduction advertising unit Structure

(b) Frequency :
Frequency is the average number of times in a 
give period that each person has been exposed among the target 
audience by the brand‟s advertising. If the message reaches the 
audie
nce by the brand‟s advertising. If the message reaches the 
audience just once, is it enough to influence their buying or should 
they be exposed to the message more than once in order to 
reinforce the message? If so, then how many times should a 
household be exposed to the same message? Thus, frequency 
refers to the number of exposures to the same message that each 
household supposedly receives. Since the frequency may differ for 
different sets of households, an average frequency is calculated by 
the following formula : 
Average frequency = Total exposures for all households
Reach 
If the total number of exposures is 400 and the reach is 50 then 
the average frequency is 8. This means that the average household 
is exposed to the same message eight times. 
Objectives of Greater Frequency:
Frequency primarily means 
repetition of the same message and the objective of greater 
frequency is to promote interest and desire for the product on a 
continuous basis instead of a simple awareness. Even though 
frequency is achieved at the expense of reach, it is advisable to go 
for frequency under the following situations: 

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1. When the competitor is using high frequency to reach the same 
segment of the market. For example, in the case of soap and 
detergent commercials, a competitor has a distinctive edge, if he 
continuously reinforces the quality and utility of his product in the 
customers minds by repeated advertisements. This offensive can 
only be countered by frequency of advertising rather than reach. 
2. When a reaction is desired within a limited time period. For 
example, a sale on for just one week would necessitate advertising 
the same message on the radio or TV repeatedly or in daily 
newspapers everyday. Continuous repetition of a message that 
includes the warnin
g „sale ends on Friday‟, provides a sense of 
urgency. Similarly, the message accompanied by „first come, first 
served‟ would excite more immediate sales for a given product. 
3. When the message is not easy to remember, for example, if the 
advertising message consists of prolonged explanation of the 
product‟s features, then the audience should be exposed to the 
message a number of times so that people become aware of all 
aspects of the product. 
4. If the product or brand is not sufficiently differentiated from 
products and brands of competitor. For example, a distinctive brand 
of Maruti of Premier can does not necessarily require greater 
frequency. But a specific brand of soap or toothpaste that does not 
have any distinguishing characteristics does require greater 
frequency.