Abstract:

The presentation starts with a brief review of the history of our work in the area of synergy in South Africa, and leads into a discussion of why, after successfully replicating the positive results year on year, we suddenly found brands practising synergy, with sufficient advertising support, that were losing market share. Investigating this phenomenon led us to new insights into the way print advertising works, not least of which was that frequency was probably more important than reach or size in determining ad. effectiveness. The issue of frequency per se versus frequent exposure but using different creative treatments is explored with case studies supporting the thesis. The way forward is also briefly discussed with some suggestions.