Posts in Media Strategy

How Relevant is Buying by Rating Points Against Reach-Frequency Goals Today?

December 1st, 2015 Posted by Marketing Strategy, Media Planning, Media Strategy No Comment yet

Sometime back in the early 60’s, David Ogilvy or someone similar (…but it usually was David Ogilvy…He was the Messiah!) said that a TV spot needed to be seen at least three times by someone for it to have impact. The first viewing was gained the consumer’s attention, the second viewing helped seat the message in the consumer’s mind, and the third viewing cemented the consumer’s familiarity with the message.