As consumers, we are faced daily with glowing advertisements and gaudy signs that are utilized to attract us to businesses and products. Much like a fly to light, we fall into these traps either consciously or subconsciously on a regular occurrence. Businesses know that the more exposure consumers have to a specific type of advertisement, the more likely we are to purchase that specific advertised product. This knowledge of exposure is called "Effective Frequency". Effective Frequency is used to describe the number of times a consumer must be exposed to an advertising message before the marketer gets the desired response, whether that be buying a product, or something as simple as remembering a message. (https://thefinancialbrand.com/42323/advertising-marketing-messages-effective-frequency)
Example:
This past week, I traveled home to Alabama for Thanksgiving. Being from Alabama, I am a loyal Alabama Crimson Tide fan so naturally I had to attend the Iron Bowl in Tuscaloosa. All season I have been watching the Bama games on television stations such as CBS and ESPN. These stations are cluttered with monotonous advertisements that you see on a weekly basis every Saturday. One advertisement in particular is from Dr. Pepper. This commercial features a Dr. Pepper vendor preaching "Ice cold Dr. Pepper, here!" to the crowd in football stadiums at nauseam. So while sitting in Bryant Denny Stadium on Saturday I found myself craving a Dr. Pepper. I was not even thirsty but all I could hear in my head was "Ice cold Dr. Pepper, here!" I couldn't believe it! As soon as I felt this craving I immediately attributed this desire to the commercial. (Note: I am not a Dr. Pepper drinker) This experience just proved to me how powerful repetition of advertisement can be, I was persuaded to buy a Dr. Pepper before I never even knew that I would want one.
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