What is Effective Frequency?

In today’s hyper-competitive landscape, just having a premium brand is no longer the magic bullet. Marketing professionals must now learn to leverage the benefits of ‘effective frequency’ to fill their rooms. Effective Frequency relates to the number of times a consumer needs to be exposed to a brand before they act. Too few impressions and the message won’t ‘stick’. Too many results in waste. Based on extensive research, most researchers agree that the number is seven.