From “Frequency” to “Continuity”—Is It a New Dawn?

Colin McDonald

60 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Advertising and Communication Studies

Abstract

A new fashion in media planning, ‘‘continuity scheduling,” appears to be sweeping the board in place of “effective frequency.” John Philip Jones with his STAS measure has given it a large fillip. Subsequent analyses of the Adlab data from the United Kingdom and other sources broadly support this but suggest caution: in particular, STAS does not merely reflect advertising but varies with other factors peculiar to each brand. There is no substitute for knowing your own brand: an off-the-peg media solution may not be the best fit.

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1979Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness 2007When ads work: new proof that advertising triggers sales

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