INSIGHTS
Everyday advertising is more effective in creating awareness than advertising that is served 2 or 3 times in a given year.
Ads that are repeated constantly i.e. 6 to 20 times per day are the most effective in changing a behavior.

According to our findings, running advertising on a regular/ongoing basis is more likely to effect a change in behavior because the target audience will be constantly reminded of the message that the ad is trying to put across. In addition, serving ads while people are engaging in a related activity has a greater impact. For instance, when a driver hears a distracted driving ad on a radio while driving, the probability of the ad effecting a change in the driver is higher.
                                       

DISTRACTED DRIVING ADVERTISING
CONTINUOUS OR ONGOING ADVERTISING AND IMPACT ON BEHAVIOR CHANGE
Running advertising on a continuous basis impacts behavior change by acting as a reminder that is targeted at the audience. In addition, continuous advertising impacts a change in behavior by influencing the culture of the audience due to continuous exposure to the advertising that is shown on a frequent basis.

IMPACT OF SERVING ADS WHILE ENGAGING IN THE RELATED ACTIVITY (DRIVING)
In reference to a study that was conducted by Cancer Research U.K., serving ads to an audience while it is engaging in a related activity adds pressure on the audience to do as the ad recommends. For instance, advertising clothes on social media platforms or other online platforms while people are shopping creates a want in the customers, increasing the chances of making a sale when the people are shopping as compared to when they are not. Consequently, we concluded that when the target audience of an ad on distracted driving hears the ad on a radio while driving, the probability of the ad being impactful is higher than if the audience hears it at a later time.

EFFECTIVENESS IN CHANGING BEHAVIOR: EVERYDAY IN MARKET ADS VS RUNNING 2 OR 3 SHORTER AD CAMPAIGNS THROUGHOUT THE YEAR

Everyday in market advertisements are more effective in creating awareness among consumers while running 2 or 3 shorter ad campaigns throughout the year may fail to build strong perceptions in the minds of the target audience.

Everyday ads act as constant reminders due to the element of repetition in the ads as compared to running 2 or 3 ad campaigns, which will not be as effective. This is because seasonal advertising fails to act as a constant reminder due to lack of repetition that would ensure an audience is in constant access to the information that is being presented by the advertisement.

MOST EFFECTIVE FREQUENCY TO RUN ADS WITH THE GOAL TO CHANGE A BEHAVIOR
To effect a greater change in behavior, higher frequencies of running ads are required. This is because for ads to be effective in changing consumer behavior, they must be repeated constantly i.e 6-20 times per day.