Question: apply Ostrows (1982) model to set the optimal frequency level of Samsung Galaxys 2020 campaign in the US. The benchmark frequency level is Marketing Factors:

apply Ostrows (1982) model to set the optimal frequency level of Samsung Galaxys 2020 campaign in the US. The benchmark frequency level is

Marketing Factors: 1. Famous brand 2. It is No. 2 brand in the USA 3. Apple iPhone is the dominant brand not Samsung Galaxy 4. Low brand loyalty 5. Long purchase cycle (2-3 years) 6. Product used daily 7. Intense competition from Iphone 11, HTC 13, Moto G7 etc. 8. Target to the age group of 13-35 years old Copy Factors: 1. Advertising message is simple: Finally a smartphone that can fold! 2. Ad copy is not so unique 3. It is a new year-long campaign 4. Ad copy is image type 5. A strong single message 6. New fresh copy strategy 7. TV: 30 or 60 seconds. Radio: 60 seconds. Magazine four-color full page ads. Media Factors: 1. Advertising clutter is high 2. Editorials or programs are not compatible 3. Audience is not highly involved and engaged in the programs in which the ads are placed 4. There are some gaps in this advertising schedule: no advertising is slow months 5. All kinds of media including nontraditional media will be used 6. Young consumers will not have so many opportunities to see our ad Marketing Factors: 1. Famous brand 2. It is No. 2 brand in the USA 3. Apple iPhone is the dominant brand not Samsung Galaxy 4. Low brand loyalty 5. Long purchase cycle (2-3 years) 6. Product used daily 7. Intense competition from Iphone 11, HTC 13, Moto G7 etc. 8. Target to the age group of 13-35 years old Copy Factors: 1. Advertising message is simple: Finally a smartphone that can fold! 2. Ad copy is not so unique 3. It is a new year-long campaign 4. Ad copy is image type 5. A strong single message 6. New fresh copy strategy 7. TV: 30 or 60 seconds. Radio: 60 seconds. Magazine four-color full page ads. Media Factors: 1. Advertising clutter is high 2. Editorials or programs are not compatible 3. Audience is not highly involved and engaged in the programs in which the ads are placed 4. There are some gaps in this advertising schedule: no advertising is slow months 5. All kinds of media including nontraditional media will be used 6. Young consumers will not have so many opportunities to see our ad

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