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Frequency
Frequency is the number of times a person sees your message.
Many advertising theorists note a marked decrease in direct response to online advertisements after three impressions per user, but no one's done a thorough audit of
how frequency impacts brand awareness. Of course, this is extremely
measurable online, so we can look forward to such data in the future. An
advertiser trying to gain quick awareness will often specify that
frequency be upped to enormous levels. Ever hear the same radio ad five
times a day for a week? That's high frequency.
(see Reach)
Editorial Policy
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