You will hear in advertising lingo the word 'saturation point.' It can be used quite specifically or quite liberally dependent upon who is using it and what they are referring to inasmuch as advertising formats. You could have heard your radio station advertising representative use the term. ODC© realizes that this can be a misconstrued term in certain contexts and it should be explained comprehensively to anyone truly interested in advertising results. What is saturation point? In simple verbiage, it is the point at which a target group has received and retained a message that is presented to them. This means that an average individual in the target group has heard or seen a message enough times to remember it and recall it. It does not necessarily translate in sales.

To benefit from the true nature of saturation points, one need understand demographics, groups of peoples, target groups or those who you hope to reach in your advertising, and the impact a variety of formats has -- not just radio for instance. One also need understand the concepts of message integrity, branding and continuity across formats. Lastly, and of exceptional importance, the concept of saturation point is not a useful tool if one does not understand how people perceive the messages that they receive and retain; in conjunction with how they act upon those messages. People simply do not act upon a message because they have retained it. As a matter of fact the process of retaining it could have been an annoying experience for example. Therefore, even though they may desire a product or service which a message contains, they will not act upon the impulse.

Advertising is a highly sophisticated industry that can have real results if one approaches it positively and with a knowledge of how to utilize specific tools such as 'saturation point.' And yes, there is much more to the art of advertising. ODC© is here to help.