Can consumers cope?
This paper suggests new ways in increasing campaign effectiveness and lifting the commercial pressure on consumers. Consumers are bombarded with commercial messages and avoid them by zipping, zapping or simply turning away. Airing more ads takes TV effectiveness into a downward spiral. Multi media campaigns do help, provided we can find the effective frequency to avoid irritation and waste. As consumers react very differently to frequency levels of different media, we must take into account the effective frequency per medium. A full 360-degree view on campaign performance allows improved advertising effectiveness.
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