Marketing
“The frequency of exposure to a brand’s message (minimum effective frequency) within a purchase cycle is one of the most important media plan objectives. Discuss this statement with reference to alternative theoretical models, and the implication each model has for deciding the minimum effective frequency (MEF) required for your client’s media plan”.
MANDATORIES: At a minimum, students are required to use and evaluate the three hit theory, Ostrow, Rossiter and the shelf space models when deciding on MEF for their client’s brand. Students must also cite a minimum of ten authors from peer reviewed academic journals. All sources must be correctly cited using APA style and include theorist including Ephron, Naples, Krugman, Ostrow, Rossiter and Danaher