Got milk? (Getty Images)

Join Dr. Steve Greene as he uses wit and wisdom from his 40 years of personal experience in marketing and ministry on the Greenelines podcast. Listen now.


The term "effective frequency" hovers over media plans with a great cloud of doubt.

What is "effective?"

My proposed definition of effective is not veiled in the list below:

  • Got milk? (used for 21 years, starting in 1993)
  • Just do it. (used for over 26 years, starting in 1988)
  • Good to the last drop. (used for over 97 years, starting in 1917)
  • Melts in your mouth, not in your hands. (used for over 60 years, since 1954)
  • Breakfast of Champions. (used for over 87 years, starting in 1927)
  • Plop, plop, fizz, fizz, oh what a relief it is. (used for over 43 years, starting in 1971)

How many times have you heard each of these messages? Your response may be a factor of your age. My guess is that most of you can identify the brand associated with the messages listed above.

When a simple message drips into the minds of a target audience, brand recall is the reward.

Did you notice the baked-in benefit statements? Read the list again and look for the promise!

We can label a marketing message effective when the brand benefit and the brand label marry. The issue is not how many times we should advertise the message.

Ask this question instead: "Does our target market associate our name with our message?"

Here's one more good question: "Why would you ever stop promoting your kingdom message?"

Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.

Leaders, Dr. Greene wants to help you understand the spiritual connection between relationships and productivity. Read his new blog, Love Leads.

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