And this seems to be the prevailing view among consultants who make their money on the media buy and the number of times an ad airs. These Washington consultants are using rules that were found to be ineffective in the late seventies. More does not make better, says Hillsman. There s a reason companies spend millions on production creative ads get people s attention. You always aim for 100-percent reach, that the ad makes an impression on them, Hillsman says.
Frequency is less important.
A good ad should not need to be aired over and over again to be effective. Some viewers see these political ads 30 or 40 times and, after a while, the ads are airing to an empty room, says Hillsman. A product marketer never lets it get to that state. The empty room is the worst scenario for a corporation. Why these political consultants think this works is beyond me.