Frequency Gap

In the marketing world, the term "Frequency Gap" refers to the difference between the number of times a consumer should see an ad before taking action and the actual number of times the ad has been shown to the consumer.

The concept of the Frequency Gap assumes that repetition plays an important role in creating brand awareness and encouraging actions, such as buying products or services. Studies have shown that, on average, a consumer needs to see an ad seven times before taking action. However, if marketers do not show their ads often enough, a Frequency Gap can occur and reduce the effectiveness of their campaign. This can lead to consumers being less aware of the brand or less likely to take the desired action.

Different tactics for the Frequency Gap

To reduce the Frequency Gap and ensure that consumers see an ad sufficiently often, marketers use several tactics. One is determining the optimal frequency for showing ads, based on the target audience and the type of product or service being promoted. In addition, marketers can reduce the Frequency Gap by ensuring consistency in their marketing messages. This means repeating the same message on different channels and in different ads to ensure that consumers can easily recognize the brand and take the desired action.

Another tactic is to use different advertising channels to increase frequency. For example, this could mean placing an ad on multiple social media platforms or creating different types of ads to communicate the message in different ways. The Frequency Gap is thus an important concept in the marketing world that refers to the difference between the number of times a consumer should see an ad and the actual number of times the ad has been shown.