The Myth Of Optimal Frequency: Why There Is No Magic Number
How often should someone see an advertisement before it starts to work? It is one of those deceptively simple questions that has occupied advertisers for decades. And for a long time, the industry has had an equally simple answer: around three times.
The origins of that thinking go back more than 50 years. In 1972, Herbert Krugman published his influential paper Why Three Exposures May Be Enough, describing different stages of psychological response to repeated advertising. Over time, 3+ reach became almost synonymous with “effective reach”.
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