The Frequency Factor

If you ask an advertising guru what it takes to inform consumers and ultimately move them to action, they’ll instantly spout out their golden formula: Reach + Frequency.

This marketing truism has been captivating customers since the days of Henry Ford, and has carried its weight through every technology advance, product launch and celebrity endorsement over the last 100 years.

Decoding this recipe, Reach refers to reaching the right audience with the right message at the right time. This is h...