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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 10-23 Factors
important in determining
frequency levels
V. Developing the
Integrated Marketing
Communications Program
10. Media Planning and
Strategy
© The McGraw−Hill
Companies, 2003
Marketing Factors
• Brand history. Is the brand new or established? New brands generally require higher
frequency levels.
• Brand share. An inverse relationship exists between brand share and frequency. The
higher the brand share, the lower the frequency level required.
• Brand loyalty. An inverse relationship exists between loyalty and frequency. The
higher the loyalty, the lower the frequency level required.
• Purchase cycles. Shorter purchasing cycles require higher frequency levels to
maintain top-of-mind awareness.
• Usage cycle. Products used daily or more often need to be replaced quickly, so a
higher level of frequency is desired.
• Competitive share of voice. Higher frequency levels are required when a lot of competitive
noise exists and when the goal is to meet or beat competitors.
• Target group. The ability of the target group to learn and to retain messages has a
direct effect on frequency.
Message or Creative Factors
• Message complexity. The simpler the message, the less frequency required.
• Message uniqueness. The more unique the message, the lower the frequency level
required.
• New versus continuing campaigns. New campaigns require higher levels of
frequency to register the message.
• Image versus product sell. Creating an image requires higher levels of frequency
than does a specific product sell.
• Message variation. A single message requires less frequency; a variety of messages
requires more.
• Wearout. Higher frequency may lead to wearout. This effect must be tracked and
used to evaluate frequency levels.
• Advertising units. Larger units of advertising require less frequency than smaller ones
to get the message across.
Media Factors
• Clutter. The more advertising that appears in the media used, the more frequency is
needed to break through the clutter.
• Editorial environment. The more consistent the ad is with the editorial environment,
the less frequency is needed.
• Attentiveness. The higher the level of attention achieved by the media vehicle, the
less frequency is required. Low-attention-getting media require more repetitions.
• Scheduling. Continuous scheduling requires less frequency than does flighting or
pulsing.
• Number of media used. The fewer media used, the lower the level of frequency
required.
• Repeat exposures. Media that allow for more repeat exposures (for example,
monthly magazines) require less frequency.
Mood Certain media enhance the creativity of a message because they create a
mood that carries over to the communication. For example, think about the moods created
by the following magazines: Gourmet, Skiing, Travel, and House Beautiful. Each of
these special-interest vehicles puts the reader in a particular mood. The promotion of fine
wines, ski boots, luggage, and home products is enhanced by this mood. What different
images might be created for your product if you advertised it in the following media?
The New York Times versus the National Enquirer
Architectural Digest versus Reader’s Digest
A highly rated prime-time TV show versus an old rerun
Television versus the Internet