The Rule of “7.”

Ever ride a bike without training wheels? Ever fall, get up, and repeat? Like many things in life, you must have repetition to get a desired outcome. And most of the time advertising is no different. The advertising concept, effective frequency, proposes that for all marketing messages there exists an optimal number of advertising exposures before action is taken or before that message becomes ignored. But how many impressions does it take? Some say three impressions is enough. Others indicate seven is a good guideline and choose to implement "The Rule of 7". While the true amount of impressions needed may forever be debated, it's clear that repetition without over doing is an important strategy. Most media outlets even enforce limits on their digital advertising, so that viewers are not subject to the same ad more than necessary during a given day or week. So, whether it's falling off a bike or delivering an impression, don't be afraid to repeat. Media Planning

By | 2015-06-05T18:59:37+00:00 February 11th, 2015|Media Planning|0 Comments

Is there a good way to evaluate digital media effectiveness?

Platforms and channels for reaching consumers are constantly evolving in the digital space. This continuously changing environment makes it difficult to make sense of digital advertising results. So how can we measure a digital campaign's effectiveness? While there are multiple ways to define success, two common themes will likely be discussed when determining acceptable results: Ad Engagement + Conversions. Ad Engagement occurs when a consumer interacts with an advertisement, email, video, or blog. This consumer activity provides us with numbers and insights as to how the campaign was perceived. Categories like impressions, clicks (total and unique), CTR, page views, and open rate will be relevant depending on the tactic. The different levels of engagement shine light on audience reach, product interest and the quality of the creative. Conversions, on the other hand, are a step beyond engagement. A conversion yields detailed contact information from interested parties or can tie a monetary value to the data. Comparing financial investments to financial benefits will provide you with the return on investment. Generating leads can also turn into sales and be a good indicator of the effectiveness of a campaign. Harvesting leads and converting those consumers into buyers is a sign that your digital advertising is both compelling and effective, and you'll have numbers to back it up. Digital media offers a simple first step in the buying process. Within a few clicks a consumer can learn all they need about a product and even find a purchase point. There are trackable and telling details at each stage during that consumer journey, and defining your objectives will be key in determining the effectiveness of the marketing campaign. Media Planning

By | 2017-12-06T15:11:13+00:00 February 11th, 2015|Media Planning|0 Comments

How many impressions does it take to convert in today’s environment?

The answer: possibly about the exact same number it did 40 years ago? This is a question that comes up often … and for good reason. As we watch technology and the number of media sources explode and the shear number of messages out there multiply exponentially … it makes a marketer wonder. We recently dug into this for a client. We looked at every recent study we could find and then we averaged them. These 22 studies suggested that it takes 12-15 impressions to convert a prospect to a customer. Then we looked at some specific case studies. One that stood out was a study that Apple recently conducted to see how many trips to an Apple store it took before a prospect became an Apple buyer. The answer was 6 to 7. Finally, we pulled out some research from our archives from the 1970s. We were curious what the experts thought about this before the dawn of the digital age. The answer (based on an old Cahners Business Media study) was 10- 12. It is remarkable how relatively static that number has remained over time and should provide a good guideline for planning a campaign today. Media Planning

By | 2017-12-06T15:11:13+00:00 February 18th, 2015|Media Planning|0 Comments

The David K. Burnap Advertising Agency is a full service marketing firm providing a range of marketing services from advertising and branding to media planning, web development and corporate level hosting.


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