The traditional methods of integrated marketing communications include television ads, print ads, outdoor ads (bill boards), and radio ads. Among these various advertisement media, advertising frequency is related to only television, radio and print ads.
Any advertisement’s core purpose is to acquire a share of the potential customer’s heart there by converting their ‘desire’ for the goods or services to successful ‘purchase.’ The advertisement is run multiple times throughout a certain time period so that the positioning statement can create a positive impression on the heart and mind of the target audience. The frequency determines the ‘budget decisions’ and the ‘weighted number of exposures.’ Greater number of television, radio ads, and greater number of appearances in print media, the advertisement budget increases.
To measure the total exposure of an ad, a metric called ‘weighted number of exposures (WE)’ is used where
where, R is reach of the ad, F is frequency and I is average impact.
Since, the WE is directly proportional to the advertisement frequency (F), higher advertisement frequency results in great impact among the target group.