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Advertising Frequency - Meaning & Definition

Published by MBA Skool Team in Marketing and Strategy Terms Last Updated: December 07, 2023Read time:

What is Advertising Frequency?

Advertising frequency is the number of times or frequency an average person or a household is exposed to the particular message of the advertisement.


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.


Hence, this concludes the definition of Advertising Frequency along with its overview.

This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.

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