In this installment we will consider the differences in promoting a new product or service versus an existing one and whether the direction is for “Branding” or “Promotion or both as it pertains to frequency.
The operative phrase for this segment is TOP OF MIND AWARENESS (TOMA). What does that mean? Simply put it refers to the recall that the market has for a product or service. This is developed over time and will significantly impact their buying decision.
Obviously, if you are introducing a new product or service there is no TOMA because nobody knows who or what you are. To make an impact here the frequency of the message has got to be at the high end of the scale unless you have unlimited time to make an impact. Promotional emphasis should also be at a high level. Contrast this with an established product with high TOMA At this level the prospect already knows if he (she) has a favorable and desirable feeling about the product or service and the decision (if need and desire are present) is reduced to simply price and timing.MM