Question

Advertisers say that by using frequency techniques (multiple exposures to a certain advertisement) consumers will be pre disposed to buy certain products. I totally disagree. Tell me why you think that the frequency argument doesn't work anymore?

Answer 1

The frequency argument does not work anymore because of the fact that in today’s digital world customers and buyers is well informed and have access to real time information. They are more influenced by the format, length, content and placement of advertisements rather that the frequency of advertisements. Custom content is key factor that drives people to buy.

Rather than the frequency of the advertisement, it is the functionality of the advertisement that pre-disposes individuals to buy certain products. Advertisements that best identifies and describes product benefits are usually the most effective when it comes to pre-disposing potential customers to actually make a purchase.

Thus frequency is not important. What is important is that the advertisement should be able to highlight the product attributes and benefits properly and should have an appeal that will help in identifying a reason for an individual to buy the product being advertised.