Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland; Alice K. Sylvester | Go to book overview

18
Underweight
advertising: execution
anorexia

How many exposures does an ad need to be effective? And in what period of time? No one knows for sure. Another way of putting it is: Is there a minimum threshold of media weight needed to make an ad campaign work? The answer seems to be 'yes'. 1


A case example

We once saw a new campaign come very close to being cancelled by the client. A whole battery of effectiveness-tracking measures said the campaign was having a disappointing and marginal impact. The client was close to the point of concluding that 'the ads are hopeless'.

The media weight for this campaign was around 150 TRPs per week. This means that the people who were the target market for the product were supposed to be exposed to it on average about 1.5 times a week. 2 At least that was what was planned. But before labeling any campaign a failure, or concluding that 'these ads don't work', it is crucial to look at the actual TRP figures, the actual delivered, as distinct from the planned, media weight.

Sometimes ads do not go to air because of a mix-up. Sometimes the buying of air time is not as good as it should be. Sometimes (as in the changeover to daylight saving, holiday periods, etc) there are not as many people watching TV as there were the previous week. When these actual

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