I love advertising. There. I admit it. I love the idea of telling a story that results in somebody buying something. I love being able to create ads that move people. But there’s another part to advertising that frequently gets overlooked by creative types (like me) and customers. The two sides of that particular coin are frequency and impressions.
Let’s say your ad agency writes the mother of all ads – an ode to your product that makes grown men cry, women salute, and people flock to your product. Let’s say you decide to launch this ad out into the public – doesn’t matter if it’s in print or broadcast. Now you have a decision…how many times to run the ad.
Pause with me for a nanosecond. [Read more…] about Impression-ism.