From this point forward,
all you are going to hear is the “F” word,
it bears repeating the “F” word,
over and over again, the “F” word, the “F” word, the “F” word
until it sinks in it’s all about frequency frequency frequency.
Get the message?
It’s a good bet that those who read to the end of this article will spend additional time thinking about the “F” word and the enormous impact it has on your advertising efforts.
On a strictly Darwinian level, survival goes to the most frequent. There is very little that can mitigate lack of frequency. Great clutter cutting creative has fleeting, transitory impact, but left unrepeated and infrequent, the effort will never achieve potential.