Repetition is key to communication effectiveness 

We’ve talked about this subject before.  But it cannot be repeated too often.  Research conducted by Prof. Herman Ebbinhaus illustrates that a message read, seen or heard several times a day for eight days is virtually memorized.  And, at the end of 30 days, the memory retains 90 percent of that message. 

A message read or heard only once is 66 percent forgotten within 24 hours and is over 90 percent forgotten within 30 days.* 

How to use the Ebbinghaus “Forgetting Curve"

When you are planning the next marketing communication program for your agency, develop a strategy that: 

(1)  Defines your target audience, and repeats your message against that audience; 

(2)  Concentrates your message within a defined time period that optimizes message frequency; 

(3)  Repeats the same basic message with the same graphic look or theme. 

Yes, creativity can make a difference 

A few lines ago, we mentioned “a message that was read, seen or heard.”  Your message must be presented in a way that has strong appeal and attraction for your target audience, of course. How you frame your message DOES count.  It increases memorability.  

Example: You may recall a TV commercial you saw once or twice and never forgot. Or a television ad campaign that created conversation around the agency water cooler for months.   

* Adapted from Herman Ebbinghaus, Memory (New York: Teachers College, Columbia University).