Frequency—Even with high coverage, it is insufficient for a target audience member to have just one 'Opportunity To See' (OTS) the advertisement. In traditional media, around five OTS are believed required for a reasonable impact. To build attitudes that lead to brand switching may require more. To achieve five OTS, even in only 70 per cent of the overall audience, may require 20 or 30 peak-time transmissions of a commercial, or a significant number of insertions of press advertisements in the national media. As these figures suggest, most consumers simply don't see the commercials that often.

The life of advertising campaigns can often extend beyond the relatively short life usually expected. Indeed, as indicated above, some research shows that advertisements require significant exposure to consumers before they even register.

With all forms of media available, from website advertisements to flyers, from glossy color adverts in magazines to television and radio advertisements, and from billboards to email marketing, there are a tremendous number of options from which to choose, and each will help you to reach a specific audience type. All media and advertising has a goal, a means of attaining that goal a means of measuring how successfully it has been attained.