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By Mimi Kalinda

“There’s a simple rule: You say it again, and you say it again, and you say it again, and you say it again, and you say it again, and then again and again and again and again, and about the time that you’re absolutely sick of saying it is about the time that your target audience has heard it for the first time.” — Frank Luntz.

The above quote is an excellent example of the concept of “Effective Frequency” in advertising. The Effective Frequency principle emphasizes the need for repetition to get brand messaging to “land” with audiences. Basically, it means that an ad or message needs to be seen multiple times before a consumer will (a) notice it, and (b) respond favourably to it. The same applies to public relations (PR) and brand communication in general. But here’s where it gets tricky: while your brand may follow this technique by using multiple audience touchpoints and high message frequency, how do you know that the message you are sending out is the right message for your brand? Or, if you have multiple different communication content being sent out concurrently, is messaging still effective if it is inconsistent? Effective communication is closely tied both to consistency and frequency. The best results are achieved when there is a repetition of a key brand message which is based on primary brand goals.