How advertising frequency can work to build online advertising effectiveness

This paper explores the relationship between advertising frequency of exposure and advertising effectiveness on the internet. Two case studies demonstrate this relationship for campaigns with different basic marketing approaches: direct response versus branding. The direct response example employs an advertising frequency model that is used to obtain more sales leads per dollar spent on advertising. The branding case shows the point of diminishing returns for building awareness. The learning gained in both cases can be incorporated into the internet media planning/scheduling process.