We now know with a very high degree of confidence that frequency works wonders for local advertisers.
So do most of the advertisers.
But the phrase “frequency works” needs some clarification, because advertisers could reach a frequency threshold in a timely window … and still be wasting money. They look at a proposal on a piece of [...]
Oct
7
2008
7
2008
One More Word on Frequency
Mar
24
2008
24
2008
A Word on Frequency
Planning the right frequency in a TV buy requires Buying Window knowledge.
Probably the most over-discussed and misunderstood topic in television advertising is the subject of frequency. “Frequency” means the appropriate number of times that a given amount of television viewers will see a specific commercial over a specific amount of time.
Although the television industry prides [...]
Jan
1
2007
1
2007
Not a Question of Luck
“If I could just tell when my dealership advertising was working, I’d be thrilled!” I hear this comment from many dealers.
To this point, I offer the same response: “If you can’t tell when your ad plan is working, how will your customer!?”
There’s no getting lucky in dealership advertising. Most dealers spend 1% of sales on [...]
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ESA & Company is the nation's premier retail advertising consultancy. Founded in 1981, the firm works in over 70 U.S. media markets with thousands of local advertisers each calendar year. ESA campaigns are designed to deliver market share gains with a declining cost of new customer acquisition.