UNIT 1 POWERPOINT

Effect Frequency

The campaigns frequency is how many times someone is exposed to the message of the advert. W+K have chosen to keep one central phrase "makeitcount" which they have maintained throughout the campaign. Although they have presented this slogan in many different mediums. Which means they are maximising the effect frequency of the advert, whilst variating the sports people, and mediums (video, print, billboard .etc) This means they can maintain the central message they are trying to portray and also hold the attention of the audience who see them, rather than one sports person or one medium which is likely to become over used and the audience is likely to become un interested. Another technique Weiden + Kennedy have used to increase the effect frequency of the campaign is the social media aspect. The use of the hashtag #makeitcount means that they can maximize the frequency with relatively little investment and work because members of the public using the hashtag. They also paid to feature the hashtag on twitter which would further increase the frequency and likely to people that don't live in an area where they are exposed to the billboard or bus station advertising