Frequency
In the context of advertising, frequency mainly connotes to the number of timers in which target consumers are exposed to advertising messages. Many at times, frequency tends to be confused with coverage. As such, there is the need to comprehend with the fact that these two concepts differ in that coverage mainly entails the proportion of target consumers that are exposed to an advertising message. According to Heflin & Haygood, 1985, advertisers should often focus on frequency because it determines the manner in which target consumers retain the messages contained in advertising media (s). Heflin & Haygood, 1985 further notes that ...
