3 factors of media timing pattern

The timing pattern should consider three factors:

Buyer turnover: it expresses the rate at which new buyers enter the market, the higher this rate the more continuous the advertising should be
Purchase frequency: it is the number of times during the period the average buyer buys the product; the higher the purchase frequency, the more continuous the advertising should be

Forgetting rate: it is the rate at which the buyer forgets the brand; the higher this rate, the more continuous the advertising should be.