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In advertising, the effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. The subject on effective frequency is quite controversial. Many people have their own definition on what this word means. There are also numerous studies with their own theories or models as to what the correct number is for effective frequency. ==Various meanings == There are several definitions of effective frequency. The following are some key examples: * Advertising Glossary defines effective frequency as “Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage.”〔(Effective Frequency Definition | Define Effective Frequency | What Is It? )〕 * Business Dictionary defines it as “Advertising theory that a consumer has to be exposed to an ad at least three times within a purchasing cycle (time between two consecutive purchases) to buy that product.”〔(effective frequency definition )〕 * Marketing Power defines it as “An advertiser's determination of the optimum number of exposure opportunities required to effectively convey the advertising message to the desired audience or target market."〔(Marketing Terms Dictionary - American Marketing Association - www.marketingpower.com )〕 * John Philip Jones says “Effective frequency can mean that a single advertising exposure is able to influence the purchase of a brand. However, as all experienced advertising people know, the phrase was really coined to communicate the idea that there must be enough concentration of media weight to cross a threshold. Repetition was considered necessary, and there had to be enough of it within the period before a consumer buys a product to influence his or her choice of brand.”〔Jones, John Philip. What Does Effective Frequency Mean in 1997? (Part 1 of 2). ''Journal of Advertising Research'', 37 (4): 14-17, July 1997. ISSN: 0021-8499.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Effective frequency」の詳細全文を読む スポンサード リンク
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