FREQUENCY IS KEY TO EFFECTIVENESS The central goal of productive media planning should be to place emphasis on enhancing frequency rather than reach Once is not enough… Two may be enough… One exposure within a purchase cycle has little or no effect in all but a minority of circumstances The weight of evidence suggests strongly that an exposure frequency of two within a purchase cycle is an effective level …but the optimum is three By and large, optimal exposure frequency appears to be at least three exposures within a brand purchase cycle, or over a period of four or even eight weeks After three, there is decreasing impact Increasing frequency continues to build ad effectiveness at a lessening level, but with no evidence of decline Source: RAB analysis of Mike Naples’ Effective Frequency

RECALL OF 3+ RADIO ADS DRIVES SIGNIFICANT RESULTS FOR RETAILERS Radio is a powerful purchase driver for both online and in-store actions +21% Radio Advantage +159% +75% +41% +100% +300% Q. Which of the following actions, if any, did you take after hearing the store ads? Base: Total 898; 2016 Study

FREQUENCY DETERMINATION SHOULD MATCH THE SCHEDULE TO THE TASK Appropriate effective frequency level for a single-message spot 2+ Within Selling Cycle 4+ 6+ Role of Advertising What? Maintain awareness Maintain attitude Create/increase awareness Strengthen attitudes Create attitudes Content of Advertising How? Known campaign Unique & newsworthy New campaign Simple message Complex message Advertising Environment Where? Low level of competitive noise Moderate level of competitive noise High level of competitive noise Other Factors Unique to Brand Situation High total brand awareness Low brand loyalty among users of competitive brands Low interest category Source: FCB Research