One Ad Is Enough – New Research

A recent study by John Philip Jones of the University of Syracuse on the subject of optimal advertising frequency suggests that sales are generated by a single advertising exposure and that extra advertisements generate progressively diminishing returns. Those advertisers concentrating their advertising into heavy bursts are thus getting a poor return, and would do better to take lower frequency over a longer period.

These are the headline findings of a major research project conducted in association with A.C.Nielsen in the US. The research is to be released at the 1995 European Advertising Effectiveness Symposium, held on 8-9 June in Barcelona. Other speakers contributing to this highly debated subject will include Andrew Roberts of AGB.

For further details, contact Mike Sainsbury on 01273 772741