The advertising response curve indicates that:
A) incremental response to advertising increases with repeated exposures.
B) too much ad exposure results in message spillover.
C) incremental response to advertising actually diminishes with repeated exposures.
D) effective frequency decreases as effective reach increases.
E) continuity diminishes as effective frequency increases.

Question

Quizplus · Accepted Answer

Cannon and Riordan would replace effective frequency with optimal frequency. Most studies of the advertising response curve indicate that incremental response to advertising actually diminishes, rather than builds, with repeated exposures. The optimal frequency concept moves the focus of media planning from exposure effectiveness to effective exposures per dollar.

The Advertising Response Curve Indicates That