MANAGEMENT

Detailed explanation-1: -As we mentioned earlier, the effective frequency will be different for every campaign you’re running. There are three main factors that affect effective frequency: marketing, message, and media.

Detailed explanation-2: -The aim of this paper is to find an advertisement and explain how it has utilized the six factors explained by Babin & Harris (2013). These factors are intensity of stimuli, contrast, movement, surprising stimuli, size of stimuli and involvement.

Detailed explanation-3: -To increase the frequency, you should open the “Reach & Frequency Balance” and click on “Custom”. Here, you’ll see an “Increase Average Frequency” option (alongside “Higher Frequency”, “Higher Reach”, etc.). While there isn’t any specific option to decrease your frequency, there are several ways you can control it.

Detailed explanation-4: -The allocation of advertising expenditure/frequency over time depends on advertising objectives, nature of product, type of target customers, distribution channel, and other relevant marketing factors.