What Are The Two Schools Of Thought About Advertising Frequency?

There are two schools of thought regarding the frequency of advertisements. The first school of though suggests that advertisements should not have a very high level of frequency because in order to create an impact and maintain the value of the brand, the scope of one exposure is adequate for the target market.

As for the second school of thought, it is presented by repetitionists, according to whom (as is evident from their name), repetition in advertisements is a paramount determinant in shaping the success of an advertising campaign. Nevertheless juggling in between these two schools of thought, which have their own sets of strengths and weaknesses, advertisers seem to take a middle way, their inclination on some instances going towards the first school of though while on some other instances, the same advertisers find the second school of thought much more suitable for the success of their advertising campaign.

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